Finance glossary
Financial Promotion
Also known as: Financial advert, Financial marketing
In simple terms
A financial promotion is any advert or marketing for a financial product. UK rules say these must be fair, clear and not misleading — and usually approved by an authorised firm.
On this page
What does financial promotion mean?
A financial promotion is any invitation or inducement to buy a financial product or service — an advert, social media post, email or website. It is tightly regulated to protect consumers from misleading marketing.
In general, a financial promotion must be issued or approved by an FCA-authorised firm.
How the rules work
The FCA requires promotions to be fair, clear and not misleading, with risks given due prominence — for example, that investments can fall in value. There are extra rules for high-risk investments and for promotions on social media.
Promoting certain investments without authorisation or approval can be a criminal offence.
How could this affect me?
The rules mean adverts should not hide the risks or overstate the rewards. Be especially cautious of promotions — often on social media — that promise high, “guaranteed” returns or pressure you to act fast, which are classic warning signs.
You can check whether the firm behind a promotion is authorised on the FCA Register.
Things to watch out for
- “Guaranteed” high returns and time pressure are classic scam signs.
- Not all social-media “finfluencer” promotions follow the rules.
- Check the firm is FCA-authorised before acting.
Know your rights
- Financial promotions must be fair, clear and not misleading under FCA rules, and generally must be approved by an authorised firm.
- You can report a misleading or suspicious promotion to the FCA and check firms on the FCA Register.
General information, not personal advice
Consumer Credit is an independent information service. We do not provide regulated financial advice or sell financial products. For advice on your own situation, speak to an appropriately authorised firm or a free service such as MoneyHelper. About Consumer Credit.
Sources
We checked this page against these official and authoritative sources.
- FCA, Financial promotions and adverts (opens in a new tab). Accessed 22 Aug 2026.