Do’s and Dont’s when promoting your ECF Campaigns

When you promote your equity crowdfunding (ECF) campaign on pitchIN, you’re not just telling your story — you’re communicating an investment opportunity governed by the Securities Commission Malaysia (SC).

To help you stay compliant with the SC Guidelines on Advertising for Capital Market Products and Related Services, this guide outlines what you should — and shouldn’t — do when promoting your campaign.

Advertising covers all promotional materials and activities that encourage the public to invest in your company.

This includes:

• Social media posts (Facebook, LinkedIn, Instagram, X, TikTok, etc.);
• Press articles, interviews, or advertorials;
• Pitch videos and webinars;
• Email campaigns or newsletters;
• Posters, brochures, and digital ads; and
• Promotions or endorsements by third parties, amongst others.

If your advertising/promotional efforts highlights your fundraising, valuation, or investment opportunity — it’s considered an advertisement.

When advertising/promoting your campaign, you must:

• No hype, exaggeration, or misleading statements.
• Avoid using terms like “guaranteed returns”, “risk-free”, or “highly profitable”.
• Information must be current, relevant, and factually correct.
  

• Any facts, figures, or projections must match the approved contents published on your official pitchIN campaign page.
• Do not represent any information, claims, or data that is false or contradicts with your disclosures to pitchIN.
  

• All promotional content should encourage and direct investors to visit your pitchIN campaign page for full and verified information.
• This is to ensure that investors are always referring to the accurate, up-to-date disclosures.
  

• Any statement about future performance, targets, or projections must be represented on a reasonable basis.
• Include clear disclaimers that indicate and/or outline that forecasts or expectations are neither guarantees nor promises.
• Forward-looking statements/claims must align with respective disclosures on your campaign page.
  
  

Avoid anything that could mislead, overstate, or misrepresent your offer:

• ❌ Don’t imply that your campaign or company is approved or endorsed by the SC.
• ❌ Don’t suggest that investment risks are minimal or zero.
• ❌ Don’t use superlatives like “best”, “most profitable”, “guaranteed”, or “safe”.
• ❌ Don’t use visuals, photos, or headlines that overstate your growth or success.
• ❌ Don’t let third parties publish investment-related claims that you have not approved.
  
  

If you plan to work with external parties to promote your campaign, they must first be approved by pitchIN before any promotional activity begins.

As the issuer, you are fully responsible towards third parties contents/postings. They must also ensure strict observance of the SC Guidelines on Advertising for Capital Market Products and Related Services.

Social media is a great way to share your story — as long as it’s done responsibly. To stay compliant:

• Keep posts factual, transparent, and easy to understand.
• Use balanced messaging — highlight both opportunities and challenges, remaining impartial/”no bias”.
• Include a call to action that leads investors to your official campaign page or official pitch session for full details.
• Avoid fast-scrolling videos or captions that hide important context.
  

We’re here to help you run a compliant and effective campaign. pitchIN:

• Provides guidance to help you comply with the SC’s Advertising Guidelines throughout your campaign.
• Opens up access to events and investor groups that fit your campaign
• Offers templates for your pitch deck, disclosures, and marketing narratives.
• Works with you to develop a strong and compliant marketing strategy to reach the right investors effectively.