Consumer Duty requires all marketing to be fair, clear, not misleading, aligned to target market and delivering good outcomes - meaning claims, risk balance and pricing transparency are scrutinised.
Four outcomes applied
1. Products and services: promote only to defined target market 2. Price and value: show fair value, avoid hidden cost framing 3. Consumer understanding: plain English, balanced risk 4. Consumer support: accessible next steps and complaint routes
Practical changes
- Update target market statements in ad sign-off - Replace "guaranteed" / "secure" language - Log outcome reviews quarterly