Compliance
How do I handle protected characteristics in financial marketing targeting?
Last reviewed 22 April 2026 · Reviewed by Jake McQuillan
Quick answer
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.
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Protected characteristics (Equality Act 2010)
Age, disability, gender reassignment, marriage/civil partnership, pregnancy, race, religion, sex, sexual orientation.
Financial marketing nuance
- Age: can be used where legally justified (equity release 55+)
- Avoid proxies that discriminate (postcodes correlating with ethnicity / religion)
- Document the rationale for any demographic restriction
Platform rules
Meta Special Ad Categories remove some targeting for housing/credit - apply where relevant.
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