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Welcome to the Financial Market Supervisory Authority

Financial promotions and adverts

Find out how to make sure that your promotions and adverts comply with our rules and treat customers fairly.

Financial promotions or adverts are likely to be the most regular contact consumers have with firms that offer financial services and products. Financial promotions can take the form of a website, Facebook post, tweet, etc. They can form a significant part of a consumer’s product knowledge, and can influence a consumer’s decision making when choosing a product. It’s therefore very important that these promotions are fair, clear and not misleading, so that consumers can make informed decisions.

We regulate advertising for most financial services. This includes products such as:

  • loans (e.g. payday loans, guarantor loans, car finance)
  • investments (e.g. bonds, stocks & shares, contracts for differences, collective investment schemes)
  • cash savings and bank accounts
  • insurance (e.g. home, motor, travel)
  • pensions
  • mortgages
  • life assurance
  • payment services and e-money (excluding cash-to-cash ‘bureaux de change’ activities)
  • claims management (including personal injury, housing disrepair, specified benefit, criminal injury and employment related)

All financial promotions must be clear, fair and not misleading regardless of the media type. For more information regarding our media-neutral stance, please refer to our Social Media Guidance. In addition, financial promotions may need to comply with specific FINMSA rules, depending on the product type they are promoting.

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