The European Banking Authority has published a consumer factsheet designed to bring clarity to white-labelled banking and payment services, helping consumers identify the entities actually providing financial products marketed by third-party brands.
Identifying White-Labelled Banking Services
On 9 November 2026, the European Banking Authority published a factsheet addressing white-labelled banking and payment products. White labelling occurs when a service is marketed under one brand while being provided by another company. As consumers increasingly access financial products through retailers, online platforms and other non-financial brands, identifying the entity responsible for the underlying service can become difficult.
To assist consumers in making informed decisions and managing potential risks, the factsheet outlines key questions to consider prior to acquiring a financial service. These include identifying the actual product provider, verifying whether the service is tailored to individual needs, determining which firm handles complaints, and understanding contract termination procedures.
Regulatory Background and Mandate
This publication follows the EBA's 2025 Report on white labelling, which examined the opportunities and risks associated with these commercial arrangements for consumers and other stakeholders. The report highlighted the importance of helping consumers recognise when a financial offer is branded by an entity other than the underlying provider.
The EBA developed the factsheet pursuant to Article 9(1)(b) of its Founding Regulation, which mandates the authority to promote transparency, simplicity and fairness across internal consumer financial markets. Monitoring market innovations and white labelling structures falls under Article 9(2) of the Founding Regulation and forms part of the EBA's 2026 priorities regarding developments in financial service value chains.
