The UK’s Financial Conduct Authority (FCA) has ramped up its crackdown on misleading financial promotions, intervening in nearly 20,000 advertisements and marketing materials in 2024—almost twice the number from 2023. This marks a significant escalation in the regulator’s efforts to protect consumers from deceptive financial marketing.
Financial promotions include advertisements for investment products, loans, insurance, and crypto assets, often presented online and across social media platforms. However, misleading financial promotions can lead consumers to misinterpret risks, invest in fraudulent schemes, or take out unaffordable loans.
The FCA’s latest report highlights the growing concern over “finfluencers”—financial influencers on social media—as well as unauthorized firms and misleading advertisements in sectors such as claims management and motor finance.
