The change responds to a growing impersonation problem. Scammers are increasingly copying the names, licence numbers and branding of legitimate financial firms, then using fake websites and online advertising to lure people into transferring money or sharing personal information. ASIC has invited more than 6,500 AFS licensees to provide their website details since the initiative began in early May, with the regulator aiming to build a more complete verification source over coming months.
For everyday users, the practical step is straightforward. Before investing, applying for a financial product, responding to an online advertisement or engaging with a provider found through search or social media, Australians can search ASIC’s Professional Registers Search using the provider’s name, ABN, ACN or AFS licence number. The register can show a licensee’s principal website, additional supplied websites, whether it does not operate a website, or whether it has not yet supplied website details.
This matters because trust is the foundation of digital finance. Online comparisons, digital advice tools, web-based loan applications and investment platforms can save time and broaden access, but they also create opportunities for highly polished fraud. ASIC reported that Scamwatch and ReportCyber recorded 60,657 scam reports in the first quarter of 2026, with reported losses of $248.3 million. Since late 2023, about one in five new Moneysmart investor alert listings have involved impersonation of an ASIC licensee, authorised representative or registered company.
There are limits to the new safeguard. Website addresses for authorised representatives are not included in the current initiative, so consumers may still need to do extra checks where they are dealing with an adviser, broker or intermediary operating under a licensee. If a website is not listed, ASIC’s guidance is to proceed cautiously and contact the licensee through independently verified details rather than relying on links in emails, ads or messages.
For households and small businesses comparing online financial services, the message is not to avoid digital finance, but to slow down at key decision points. Treat unusually high returns, pressure to act quickly, copied branding and unsolicited contact as warning signs. Verification should sit alongside checking fees, product suitability, eligibility criteria and dispute resolution arrangements.
For providers, this is also a reputational test. Firms that rely on online financial solutions should keep register details current, make verification easy for clients and monitor for impersonation. In a market where confidence is hard won and quickly lost, visible security practices are becoming part of the product itself.
Please Note: If this information affects you or is relevant to your circumstances, seek advice from a licensed professional.
