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.
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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
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