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.
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.