UK FCA review finds some financial promotion approvers need to raise standards

The UK Financial Conduct Authority (FCA) has published a press release highlighting that some firms, when approving financial promotions, should be doing more to protect consumers in line with the consumer duty. The FCA carried out a review that assessed ten authorised firms that approve financial promotions for businesses which are not authorised by the FCA, looking at firms who were approving financial promotions for buy-now, pay-later (also now referred to as deferred payment credit), crowdfunding and corporate finance firms. The new rules on authorised firms approving promotions for unauthorised firms came into force on 7 February 2024. The FCA's review focussed on sampling promotions that had been approved since the firm was authorised.

The FCA found that the strongest firms were applying the consumer duty from the start of their processes and were able to make sure that every promotion approved was accurate, clear and reached the right audience. However, some firms approved adverts with unsubstantiated claims or allowed retail investors to see promotions intended for professional clients. In some cases, firms relied on third-party templates instead of doing the checks themselves. As a result of the FCA's work, one firm has already had to conduct a remediation exercise, and some websites have been blocked to retail customers. The FCA will continue to monitor compliance and hold firms to account if they fall short.

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