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UK ad compliance review · Finance and credit
Financial promotions and credit ad review
Financial promotions are regulated by the FCA as well as the CAP Code. What you must say depends on the product, your permissions and the claims in the ad.
Get checked every 4 weeks
£500 for your first full scan, then £245 a check every 4 weeks, less than half the one-off price. Cancel any time.
Or a one-off scan, £500Secure payment by Stripe
Who it's for
- Credit brokers and lenders
- Financial advisers, wealth and investment firms
- Insurance, mortgage and loans businesses
- Businesses that offer finance on their own products
Common ad mistakes we check for
01
Benefits without balanced risks
A promotion should give a fair and prominent indication of relevant risks when it mentions benefits.
02
Monthly payments with no representative example
A cost-of-credit figure can trigger the requirement for a representative example, shown with prominence.
03
"Guaranteed approval" or "no credit checks"
Absolute claims about approval are likely to mislead unless they are literally true.
04
Brokers not saying they are brokers
Credit brokers need to make their status and lender arrangements clear.
05
Key costs buried in small print
Under the Consumer Duty, communications should help customers understand the costs and limits before they decide.
06
Promotions with no authorisation or approval
Financial promotions need to be made or approved by an authorised person, unless an exemption applies.
The rules that apply
Read them at the source. Which rules apply depends on your product, your permissions and what the ad says.
- FSMA 2000, section 21. The restriction on financial promotion.
- FCA COBS 4.2: fair, clear and not misleading. The core standard for communications and promotions.
- FCA COBS 4.5: communicating with retail clients. Balanced, prominent risk information.
- FCA CONC 3.3: clear, fair and not misleading credit promotions. Consumer credit promotions.
- FCA CONC 3.5: representative examples. When a representative example is needed.
- FCA PRIN 2A.5: consumer understanding (Consumer Duty). Communications customers can understand.
- FCA guidance: financial promotions and adverts. The FCA's overview for firms.
Prices
Every 8 weeks
Checked every 8 weeks
£500 to start, then £295 every 8 weeks
£295 per check, billed every 8 weeks
Every new or changed ad and landing page since the last check, up to 10
Get checked every 8 weeksSecure payment by Stripe
Every 4 weeks
Checked every 4 weeks
£500 to start, then £245 every 4 weeks
£245 per check, billed every 4 weeks
Every new or changed ad and landing page since the last check, up to 10
Get checked every 4 weeksSecure payment by Stripe
Weekly
Checked every week
£500 to start, then £95 a week (billed £380 every 4 weeks)
£95 a week, billed £380 every 4 weeks
New or changed ads and landing pages that week, up to 5
Get checked every weekSecure payment by Stripe
Every plan starts with the full scan (£500). After that you pay per check.
No contract. Cancel any time. Switch plan whenever you like, it applies from your next billing date.
No VAT.
Other sectors
Also see what happens when UK ads break the rules. This page is general information, not legal advice. Guidance links checked 22 October 2026.