Compliance
How do you write a compliant financial services ad in the UK?
Last reviewed 22 April 2026 · Reviewed by Jake McQuillan
Quick answer
How do you write a compliant financial services ad in the UK?
UK financial ads must be clear, fair and not misleading, include the firm's FCA number, avoid guarantees, balance benefit claims with risk, and be signed off by an authorised person.
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A compliant UK financial promotion (including a Meta or Google ad) must: include the FCA firm reference number; describe the product or service accurately; avoid implying guaranteed outcomes; carry balanced risk warnings where required; avoid targeting vulnerable audiences with unsuitable products; and be signed off by a person with competence under the firm's compliance framework. Consumer Duty additionally requires consideration of foreseeable harm.
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