Compliance
How does Consumer Duty affect financial adviser marketing?
Last reviewed 22 April 2026 · Reviewed by Jake McQuillan
Quick answer
How does Consumer Duty affect financial adviser marketing?
Consumer Duty requires firms to evidence good outcomes at every stage — including marketing — meaning ads must avoid misleading claims, consider vulnerable customers, and be part of a fair value and understanding assessment.
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Consumer Duty (in force since 2023) raised the bar for regulated firms' marketing. The Communications outcome specifically requires that promotional material supports customers to make effective, timely and properly informed decisions. In practice: plain English, balanced risk, consideration of vulnerable customers, and evidence of testing that communications are understood. Marketing activity must be logged in the firm's MI for the Board Duty report.
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