Disclaimer: Our website and publications aim to give you general information to help you make financial decisions. It is not advice, nor can it take account of your own particular circumstances. For advice with a view to making decisions about your own circumstances you should consult a financial or other professional adviser.

© The Financial Services Authority.

What is financial advertising?

Firms advertising financial products or services must make sure their promotions are fair, clear and do not mislead you. Promotions can be:

  • adverts in the media (eg radio, press, television);
  • direct mail sent to your home;
  • leaflets or posters;
  • letters to customers;
  • shop window advertising;
  • telephone calls;
  • text messages;
  • teletext;
  • emails; or
  • websites.

If we find that an advert is misleading we may do any of the following:

  • ask it to change the advert;
  • ask it to withdraw it;
  • ask it to write to customers who may have been misled and offer redress if they’ve lost money as a result;
  • give them a warning; or even
  • fine them.

Help us raise standards

You can help by reporting adverts to us relating to most financial products and service – for example, if they’re about:

  • stakeholder pensions;
  • investments such as:
    • bonds or gilts;
    • shares/stock in a company;
    • units in collective investment schemes;
    • endowment plans;
    • options, futures and contracts for differences;
    • individual savings accounts (ISAs);
    • stakeholder and non-stakeholder investment child trust funds; or
    • funeral plan contracts;
  • cash savings and bank accounts;
  • insurance such as:
    • household and motor;
    • travel;
    • payment protection or critical illness;
    • private medical insurance; or
    • extended warranties
      (but not general insurance mediation services)
  • most mortgages; and
  • financial advice about any of the above products.

To see what might be classified as ‘unfair, unclear or misleading’ see What to look out for.