In a commentary, SMU Senior Lecturer of Marketing Patricia Lui noted the rise of ‘financial influencers’ but warned about the dark side of financial influencing. While the Monetary Authority of Singapore (MAS) is looking into measures to raise industry standards and tighten controls on financial marketing activities, including over social media, the proposed measures mainly target financial institution. She explained why it is time to regulate financial influencers, and pointed out the areas which MAS could consider regulating.