In a concerted effort to safeguard consumer interests and combat financial scams, the Financial Conduct Authority (FCA) has intensified its regulatory oversight, resulting in the withdrawal or modification of over 10,000 misleading financial advertisements and promotions in 2023. This marked a notable increase of 17% compared to the previous year, reflecting the agency’s proactive stance in addressing deceptive marketing practices within the financial sector.

Expanding Regulatory Efforts

Amidst the proliferation of digital platforms and the growing sophistication of promotional strategies, the FCA has bolstered its regulatory efforts to curb misleading advertisements and protect consumers from falling victim to fraudulent schemes. In 2023, the agency published 2,285 alerts aimed at thwarting scams and preventing unsuspecting individuals from losing their hard-earned money to unscrupulous actors—a substantial increase from the previous year’s figures.

A particular area of focus for the FCA has been the proliferation of illegal cryptoasset promotions targeting UK consumers. Leveraging newly granted powers from the government, the regulator issued 450 consumer alerts between October and December 2023, highlighting the risks associated with speculative investments in the crypto market. This proactive intervention underscores the FCA’s commitment to combating financial fraud and ensuring the integrity of the financial marketplace.

Challenges Posed by Influencer Marketing

Of growing concern to the FCA is the burgeoning trend of influencers promoting financial products, including credit and investments, on social media platforms. This marketing tactic, often targeting younger demographics, poses inherent risks due to the potential for misinformation and lack of regulatory oversight. Lucy Castledine, Director of Consumer Investments at the FCA, emphasised the importance of clear, fair, and accurate information in guiding financial decision-making, pledging continued intervention and enforcement action against firms failing to meet regulatory standards.

Enhancing Regulatory Oversight

To bolster consumer protection measures, the FCA implemented new requirements mandating authorised firms to seek permission from the regulator before approving promotions for unregulated persons. This regulatory measure ensures that firms endorsing financial promotions possess the requisite competence and expertise to uphold the highest standards of integrity and transparency. Anchored by the Consumer Duty, which came into effect in July 2023, this regulatory framework obligates firms to provide consumers with comprehensive and actionable information to facilitate informed decision-making regarding financial products and services.


The FCA’s robust regulatory interventions underscore its unwavering commitment to safeguarding consumer interests and maintaining the integrity of the financial marketplace. By cracking down on misleading advertisements, combating financial scams, and enhancing regulatory oversight, the agency plays a pivotal role in fostering trust and confidence among consumers. As the financial landscape continues to evolve, collaborative efforts between regulators, industry stakeholders, and consumer advocates are essential in promoting transparency, accountability, and consumer-centric practices within the financial sector. Through sustained vigilance and proactive enforcement, the FCA aims to create a safer and more equitable financial environment for all.

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Last Update: February 22, 2024