FCA rules require financial promotions on Facebook to be clear, fair and not misleading (COBS 4.2), include required risk warnings, be signed off by an approver registered with the FCA since February 2024 (Section 21 regime), and ensure targeting excludes characteristics of vulnerability inappropriate to the product. Consumer Duty adds an outcome-focused layer.
FCA rules for Facebook ads by financial advisers combine the general financial promotion regime with platform-specific and Consumer Duty obligations.