The FCA's rules on financial promotions

The FCA's rules on financial promotions and communications relating to consumer credit are set out in Chapter 3 (here) of CONC. 

The rules apply to all financial promotions and communications aimed at consumers in the UK published by all FCA authorised firms (or those they are responsible for, like appointed representatives), including motor finance companies and motor dealers.

The FCA rules do not apply if a financial promotion or communication consists of only one or more of the following:

  • The firm's name
  • A logo
  • A contact point (address/email/phone or fax number/website)
  • A brief, factual description of the type of product or service provided by the firm


All financial promotions and communications must be clear, fair and not misleading. This means they must:

  • be accurate and not emphasise any potential benefits of a product or service without also giving a fair and prominent indication of any relevant risks;
  • be presented in a way that is likely to be understood by the average members of the group to whom they are directed, or by whom, they are likely to be received; and
  • not disguise, diminish or obscure important information, statements or warnings.