Compliance
Can financial services firms send cold email in the UK?
Last reviewed 22 April 2026 · Reviewed by Jake McQuillan
Quick answer
Can financial services firms send cold email in the UK?
Cold email to sole traders and limited-company contacts is permitted under PECR for B2B, but consumer cold email requires soft opt-in or consent.
Want us to do this for your firm?
Get a compliant lead-gen plan tailored to your niche and compliance setup.
PECR 22/23 summary
- B2B to limited companies: permitted with suppression mechanism
- B2B to sole traders/partnerships: treated like consumer, needs consent
- Consumer: needs consent or soft opt-in (existing customer + similar product)
Financial services overlay
All content must still be compliant as a financial promotion (s21) if it invites engagement with investment activity.
Was this useful?
Related questions
Is Platinum Prospects FCA regulated?
Platinum Prospects is a marketing agency, not a regulated financial firm. All financial promotions produced by the agency are signed off by the client firm's a…
How does Consumer Duty affect financial adviser marketing?
Consumer Duty requires all marketing to be fair, clear, not misleading, aligned to target market and delivering good outcomes meaning claims, risk balance and…
How do I handle protected characteristics in financial marketing targeting?
Do not target or exclude on protected characteristics (age is protected only in limited contexts). Use proxies carefully and document rationale.
How do I verify my Google or Meta ad account for UK financial services?
Google requires financial services verification via the FCA register (FRN). Meta requires authorisation via their Financial Products and Services policy. Both…
Why do my financial ads get rejected on Meta?
Usually: no Restricted Financial Products approval, implied returns, missing risk language, unapproved celebrity likeness, or redirecting to a non compliant pa…