SEBI Social Media Disclosure Rule 2026: Compliance Guide for AIFs and Agents

Social media is now a common place where securities market-related content is shared. SEBI has issued a circular to improve transparency so investors can identify when such content is uploaded by a SEBI-regulated entity or its agent.

AIFs are within scope because the circular is addressed to multiple categories, including Alternative Investment Funds and it also applies broadly to all persons regulated by the Board and their agents.

SEBI states that the provisions come into effect from 1 May 2026 for all content uploaded on or after that date.

Who this applies to in the AIF ecosystem

This guidance is relevant for:

• AIFs that are SEBI-regulated entities
• Agents of SEBI-regulated entities, which the circular also covers

The circular uses the umbrella concept of persons regulated by the Board by reference to SEBI’s intermediaries framework, which is why the approach is not limited to a single category.

What counts as social media content for this rule

SEBI defines content uploaded on Social Media Platforms broadly. It includes content or videos published, broadcasted, uploaded, or posted on any SMP. It also explicitly includes content shared in closed groups and publicly available groups and lists examples such as YouTube, Instagram, Facebook, WhatsApp, X, LinkedIn, Threads, Telegram, Reddit and others.

For AIF teams, this matters because communication can extend beyond public posts into private groups and communities. Under this circular, closed group sharing is still within the scope of SMP content.

The core requirement in plain language

If you are a SEBI-regulated entity, such as an AIF or you are an agent and you upload securities market-related content on SMPs, SEBI requires you to prominently disclose your registered name and registration number in two places.

1. On the home page of your social media handle
2. At the beginning of each securities market-related post or video

How to comply depends on your setup

SEBI sets out different instructions depending on whether you have one registration or multiple registrations and whether you are a regulated entity or an agent.

1) AIF or other regulated entity with a single SEBI registration

You must disclose your registered name and registration number on the home page near the handle name and at the beginning of each securities market-related post or video.

2) AIF or other regulated entity with multiple SEBI registrations

SEBI requires two actions:

1. On your handle home page, provide a weblink directing to your website listing all registered names and registration numbers.
2. At the beginning of each securities market-related post or video, disclose the registered name and registration number relevant to the capacity in which you are posting.

SEBI provides an example showing that when an entity has multiple registrations, the disclosure used for a post should match the specific capacity relevant to that content.

3) Agent with a single registration as agent

If you are an agent, SEBI requires a two-part disclosure. You must disclose the principal’s registered name and registration number, followed by the agent’s registered name and registration number. This must appear on the home page and at the beginning of each securities market-related content.

4) Agent with multiple registrations as an agent

SEBI requires:

On the handle home page, a weblink directing to the agent’s website listing the registered names and registration numbers of the principal entities the agent works for, followed by the agent’s own registered names, registration numbers and capacities.

At the beginning of each content, disclosure of the principal entity relevant to that content, followed by the agent’s registered name and registered number.

SEBI also provides an example illustrating how an agent should disclose principal details relevant to the specific content, along with the agent's details.

A simple action checklist for AIF teams

1. Confirm whether you use a single SEBI registration context for social content or whether you operate under multiple SEBI registrations across the group.
2. Update the home page of each social media handle with the required disclosure or with the required weblink where multiple registrations apply.
3. Ensure every securities market-related post or video uploaded on or after 1 May 2026 includes the required disclosure at the beginning.
4. If you have multiple registrations, ensure the disclosure used in each post matches the capacity relevant to that content.
5. If you use agents, ensure principal details are disclosed first, followed by agent details, on the home page and at the beginning of each content.
6. Apply the same approach even when content is shared in closed groups on SMPs.

Closing note

SEBI’s direction is focused on transparent identification. When AIFs and their agents upload securities market-related content on SMPs, the registered name and registration number should be visible on the handle home page and at the beginning of each relevant content for uploads from 1 May 2026.

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