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 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.
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Four outcomes applied
- Products and services: promote only to defined target market
- Price and value: show fair value, avoid hidden cost framing
- Consumer understanding: plain English, balanced risk
- 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
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