Fair value means marketing must not disguise total cost, must be aligned to target market, and must deliver real outcomes - meaning "free" offers and opaque fees invite scrutiny.
Implications
- Show ongoing fees alongside initial fees - Avoid misleading "free advice" framing if its loss-leader for high ongoing charges - Demonstrate target-market alignment in promotion register - Quarterly outcome review of promotions
Do
Replace "free" with "no-obligation" and disclose subsequent fee structure.