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.
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.