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Compliance

How does Consumer Duty affect my marketing?

Last reviewed 22 April 2026 · Reviewed by Jake McQuillan

Quick answer

How does Consumer Duty affect my marketing?

Consumer Duty requires every stage of the customer journey — including marketing — to deliver good outcomes. Your ads and landing pages must be clearly understandable, fair-value, and designed with vulnerable customers in mind, with evidence you monitor outcomes.

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The four outcomes

  1. Products and services: ads can only promote products fit for the target market.
  2. Price and value: fees and ongoing charges must be surfaceable, not buried.
  3. Consumer understanding: plain English, no jargon gatekeeping.
  4. Consumer support: post-click experience must match pre-click promise.

What this means for ads

  • No clickbait or "guaranteed returns" language.
  • Target market descriptions need to match ad targeting.
  • Landing pages must match the ad promise precisely (avoids "bait and switch").
  • Vulnerable customer flags in CRM should pause generic email sequences.

Evidence requirements

Firms should keep records of: target-market definitions, creative review outputs, monitoring data (complaint volumes, conversion to suitable outcomes), and board-level MI.

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

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