Compliance
Do Facebook ads for financial advice need FCA compliance?
Last reviewed 22 April 2026 · Reviewed by Jake McQuillan
Quick answer
Do Facebook ads for financial advice need FCA compliance?
Yes. Any paid ad promoting regulated financial advice in the UK counts as a financial promotion under FCA rules and must be approved by an authorised firm and compliant with COBS 4 and Consumer Duty.
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Facebook (Meta) ads promoting UK regulated financial advice are financial promotions under the Financial Services and Markets Act. They must be clear, fair and not misleading, carry the firm's FCA number, avoid implied guarantees, use balanced risk disclosures where relevant, and be signed off by a competent person at an FCA-authorised firm. Consumer Duty requires the firm to consider vulnerable customers and foreseeable harm in the creative.
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