Compliance
What FCA rules apply to Meta ads for financial advisers?
Last reviewed 22 April 2026 · Reviewed by Jake McQuillan
Quick answer
What FCA rules apply to Meta ads for financial advisers?
Every Meta ad that is a financial promotion must be approved by a s21 approver, include balanced risk warnings, and comply with FG25/1 and PERG 8.
Want us to do this for your firm?
Get a compliant lead-gen plan tailored to your niche and compliance setup.
Key rules
- Section 21 FSMA 2000: only an authorised person may issue/approve promotions
- PERG 8: scope of financial promotions
- FG25/1 and Consumer Duty: fair, clear, not misleading
- COBS 4: specific rules for investment promotions
Practical impact
- Every ad variant, creative and landing page needs sign-off
- Keep a promotion register with approver, date and expiry
- Refresh approvals at least every 12 months or on material change
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.
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.
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…