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Compliance

Can I run paid ads for pensions in the UK?

Last reviewed 22 April 2026 · Reviewed by Jake McQuillan

Quick answer

Can I run paid ads for pensions in the UK?

Yes, but with strict conditions. All pension ads are financial promotions and must be approved by an authorised approver. Defined-benefit transfer marketing is heavily restricted. Cold-calling on pensions is banned; paid digital ads are allowed if compliant.

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What is allowed

  • Educational content on pensions.
  • Promoting pension review, consolidation and general advice services.
  • Lead-generation ads with compliant creative and landing page.

What is restricted or banned

  • Cold-calling on pensions (banned since 2019).
  • Guarantees or "beat the market" claims.
  • Defined-benefit transfer marketing without specific regulatory permissions.
  • Testimonials that suggest specific outcomes.

Required disclaimers

  • Capital at risk wording.
  • Past performance is not a guide to future performance.
  • Pension transfer is a regulated activity.
  • Tax treatment depends on individual circumstances.

Platforms

Google and Meta both restrict pension-related ads and require prior verification for financial services advertisers in the UK.

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Reviewed by
Jake McQuillan
Founder at Platinum Prospects
Last reviewed 22 April 2026

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