Buy now pay later (BNPL) customers must be given clearer information and undergo proportionate affordability checks under stronger protections that have been introduced.
The sector is now under the regulation of the Financial Conduct Authority (FCA) and lenders will need to be authorised by the regulator to provide BNPL products.
BNPL firms will also be subject to the Consumer Duty, which requires financial firms to put customers at the heart of what they do, and which is overseen by the FCA.
A spokesperson for the FCA said: “Buy now pay later can be a form of credit, but people deserve to be protected when using it.
“Lenders should check their customers can afford to pay it back.”
The spokesperson said millions of customers will get clearer information before they sign up “and better support if something goes wrong”.
BNPL options often appear at online checkouts as a slick and easy way to pay.
But while they help people to spread the cost, concerns have also been raised about people being able to run up significant debts by making multiple BNPL purchases.
The BNPL market has grown significantly in recent years, to reach over £13 billion in 2024, the FCA said previously.
According to its 2024 Financial Lives Survey, 20% of UK consumers, equating to 10.9 million adults, used BNPL in the 12 months to May 2024.
Sarah Coles, head of personal finance at AJ Bell said: “Most payments using BNPL are relatively small.
“The Woolard Review, done by the FCA in 2021, showed that people often didn’t think of it as borrowing either.
“A combination of both things means borrowers don’t consider affordability as carefully as they would for other kinds of debt.
“It means a real risk of stacking these debts until they’re unwieldy. The rules requiring stricter affordability checks are highly sensible.”
Ms Coles said the added friction in the process “should help people stop and think about whether they really need the item they’re buying, and consider the total cost rather than just the price of the instalments – which can be incredibly useful”.
Rocio Concha, director of policy and advocacy at Which? said regulation “means users of these services will benefit from stronger safeguards”.
She added: “Before choosing BNPL, shoppers should consider whether they can comfortably afford the repayments and understand the consequences of missing them.
“Regulation should make those decisions easier by ensuring people have clearer information and stronger consumer rights.”
Under the changes, people will be able to take their complaints about BNPL to the Financial Ombudsman Service (FOS).
