Financial products and services - ASA

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href="https://www.asa.org.uk/issue/harm-irresponsibility.html">Harm/Irresponsibility</a> </li> <li class="mega-menu-sub-nav-list-item"> <a href="https://www.asa.org.uk/issue/Harmful.html">Harmful</a> </li> </ul> </div>  </li> </ul> <div class="mega-menu-featured-panel"> <div class="widget"> <img src="https://www.asa.org.uk/static/derivatives/navigation_feature_panel_de95608d9ec9661aae532370647937ea/083bb48f-0b88-4af4-b17b6931c76eaee5.jpg" alt="" class="widget-image" /> <h4> <a href="https://www.asa.org.uk/issues-and-topics.html" class="font-color-dark-grey">Issues and topics</a></h4> <p>Helpful information on the advertising rules and examples of previously published ASA rulings based upon topics, issues and media channels.</p> </div> </div>  </nav> </li> <li class="header-navigation-list-item " > <a class=" " href="https://www.asa.org.uk/make-a-complaint.html" >Make a complaint <span class="caret"></span></a> <nav class="sub-navigation "> <ul class="sub-navigation-list"> <li 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advertising is subject to numerous laws and regulations, some of which fall outside of our remit. Ads for products by FCA-regulated (Financial Conduct Authority) businesses such as banks, building societies and stockbrokers, and any claims to do with the specific characteristics of a financial product are looked at by the FCA. We regulate non-technical aspects of ads for financial products and services such as matters relating to offence and social responsibility. </p> <p>This said it is worth noting certain ads may fall under our remit if they’re delivered as part of a cross-media campaign. We are responsible for all broadcast ads for financial products and services and will liaise with the FCA on any technical aspects of these kinds of ads. We also cover ads about tangible investments, property, government investment services and investment-related software.</p> <p>Although the issue of remit can seem quite complicated, the advertising rules for financial products and services themselves are quite simple. They are all about making ads for financial products and services as clear and as transparent as possible and not taking advantage of consumers’ inexperience or credulity. </p> <p>For example, ads for financial products and services should always state the nature of the contract being offered and any limitations, expense, penalty or terms of withdrawal. The only time it is acceptable for this information to be omitted from an ad is if the ad is very short, in which case free material explaining the terms and conditions must be made readily available to consumers before a binding contract is entered into. </p> <p>Other rules for ads for financial products and services include making sure offers are communicated in a way that allows them to be easily understood by the target audience. The rules also require that the basis used to calculate any rates, forecasts or projections are made clear in the ad. Ads should also make clear the value of investments is variable and, unless guaranteed, can go down as well as up. If the value of the investment is guaranteed, the ad must explain this guarantee.  </p> </div> <a class="show-more-less-button"><span class="more-label">+ Read more</span> <span class="less-label">- Show less</span></a> </div> </div> <div class="col-md-4">  <div class="share-page-widget"> <p class="share-page-widget-item-holder"> <a href="#" class="favourites-button element-with-icon" data-action = "add" data-target-id = "EF4F5DCC-0530-4D6C-94DA8FA47FB1D616" data-target-type = "topic" > <span class="font-icon font-icon-Artboard-Copy-295"></span> <strong>Add to my favourites</strong> </a> </p> </div> </div> </div> </div> </div>   <div class="horizontal-listing-area"> <div class="container"> <ul class="horizontal-listing"> <li class="horizontal-listing-item "> <a href="https://www.asa.org.uk/topic/Promotions_and_competitions.html" >Promotions and competitions</a> </li> <li class="horizontal-listing-item "> <a href="https://www.asa.org.uk/topic/Pricing_and_charges.html" >Pricing and 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<div class="contents"> <div class="main-content"> <div class="container"> <div class="row"> <div class="col-md-6">  <div class="widget"> <h2 class="heading">Latest news</h2> <ul class="icon-listing mod-bordered"> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/top-tips-for-unregulated-investments.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/top-tips-for-unregulated-investments.html">Top tips for unregulated investments</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">13 February 2025</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/stay-out-of-the-red-with-our-debt-relief-marketing-tips.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/stay-out-of-the-red-with-our-debt-relief-marketing-tips.html">Stay out of the red with our debt relief marketing tips</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">16 January 2025</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/keep-your-money-lending-ads-from-becoming-a-nightmare-before-christmas.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/keep-your-money-lending-ads-from-becoming-a-nightmare-before-christmas.html">Keep your money lending ads from becoming a nightmare before Christmas</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">05 December 2024</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/top-tips-on-how-to-avoid-an-ad-compliance-nightmare-before-christmas.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/top-tips-on-how-to-avoid-an-ad-compliance-nightmare-before-christmas.html">Top tips on how to avoid an ad compliance ‘Nightmare before Christmas’ </a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">19 September 2024</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/ensuring-your-financial-ads-are-on-the-money.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/ensuring-your-financial-ads-are-on-the-money.html">Ensuring your financial ads are on the money</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">05 September 2024</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/take-your-social-responsibilities-seriously.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/take-your-social-responsibilities-seriously.html">Take your social responsibilities seriously!</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">22 August 2024</span> </li> </ul> </div> </li> </ul> <div class="show-more"> <a href="https://www.asa.org.uk/advice-and-resources/news.html?topic=EF4F5DCC-0530-4D6C-94DA8FA47FB1D616" class="show-more-link">View all news</a> </div> </div>  </div> <div class="col-md-6">  <div class="widget"> <h2 class="heading">Latest rulings</h2> <ul class="icon-listing mod-bordered"> <li class="icon-listing-item"> <a class="font-icon font-icon-Gavel icon-holder u-perfect-round" href="https://www.asa.org.uk/rulings/intelligent-lending-ltd-a24-1270898-intelligent-lending-ltd.html" target="_blank"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/rulings/intelligent-lending-ltd-a24-1270898-intelligent-lending-ltd.html" target="_blank">Intelligent Lending Ltd t/a Ocean</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Upheld</span> </li> <li class="meta-listing-item"> <span class="caption">19 February 2025</span> </li> </ul> <p>A paid-for Meta ad and display ad irresponsibly encouraged consumers to spend regularly on non-essential purchases using a credit card. </p> </div> </li> <li class="icon-listing-item"> <a class="font-icon font-icon-Gavel icon-holder u-perfect-round" href="https://www.asa.org.uk/rulings/connect-uk-sales-ltd-a24-1256131-connect-uk-sales-ltd.html" target="_blank"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/rulings/connect-uk-sales-ltd-a24-1256131-connect-uk-sales-ltd.html" target="_blank">Connect UK Sales Ltd</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Upheld</span> </li> <li class="meta-listing-item"> <span class="caption">12 February 2025</span> </li> </ul> <p>A paid-for Facebook ad and website landing page didn’t make clear that the value of investments was variable and failed to provide evidence to substantiate investment claims and price comparisons. </p> </div> </li> <li class="icon-listing-item"> <a class="font-icon font-icon-Gavel icon-holder u-perfect-round" href="https://www.asa.org.uk/rulings/family-vision-ltd-a24-1271798-family-vision-ltd.html" target="_blank"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/rulings/family-vision-ltd-a24-1271798-family-vision-ltd.html" target="_blank">Family Vision Ltd</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Upheld</span> </li> <li class="meta-listing-item"> <span class="caption">12 February 2025</span> </li> </ul> <p>A paid-for Facebook ad irresponsibly encouraged the use of credit agreements to fund Christmas spending. </p> </div> </li> <li class="icon-listing-item"> <a class="font-icon font-icon-Gavel icon-holder u-perfect-round" href="https://www.asa.org.uk/rulings/land-profits-edu-ltd-a24-1256132-land-profits-edu-ltd.html" target="_blank"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/rulings/land-profits-edu-ltd-a24-1256132-land-profits-edu-ltd.html" target="_blank">Land Profits EDU Ltd t/a Land Profits</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Upheld</span> </li> <li class="meta-listing-item"> <span class="caption">12 February 2025</span> </li> </ul> <p>Two paid-for Facebook posts and a website didn’t make clear that the value of investments was variable and that examples of past performance weren’t necessarily a guide to the future and also failed to substantiate objective claims. </p> </div> </li> </ul> <div class="show-more"> <a href="https://www.asa.org.uk/codes-and-rulings/rulings.html?date_period=past_year&topic=EF4F5DCC-0530-4D6C-94DA8FA47FB1D616" class="show-more-link">View all rulings</a> </div> </div>  </div> </div> </div>  </div>  </div>   <div class="cap-area general-container"> <div class="container"> <div class="cap-area-header"> <img src="../../../assets/img/logos/logo-cap.png" alt="logo-cap" class="cap-area-header-image" /> <h1 class="font-color-grey">Help getting it right</h1> </div> <div class="row"> <div class="col-md-6">  <div class="widget"> <h2 class="heading">Popular advice</h2> <ul class="icon-listing mod-bordered"> <li class="icon-listing-item resource-item mod-blue"> <a href="https://www.asa.org.uk/resource/broadcast-restriction-of-ads-for-unregulated-investments.html" class="font-icon font-icon-file-pdf-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/resource/broadcast-restriction-of-ads-for-unregulated-investments.html">Consultation on Broadcast restriction of ads for unregulated investments</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Consultations</span> </li> </ul> </div> </li> <li class="icon-listing-item resource-item mod-blue"> <a href="https://www.asa.org.uk/resource/consultation-on-broadcast-restriction-of-ads-for-qualifying-cryptoassets.html" class="font-icon font-icon-file-pdf-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/resource/consultation-on-broadcast-restriction-of-ads-for-qualifying-cryptoassets.html">Consultation on broadcast restriction of ads for qualifying cryptoassets</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Consultations</span> </li> </ul> </div> </li> <li class="icon-listing-item resource-item mod-blue"> <a href="https://www.asa.org.uk/advice-online/financial-products-and-services-cryptoassets.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/advice-online/financial-products-and-services-cryptoassets.html">Financial products and services: Cryptoassets</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">AdviceOnline</span> </li> </ul> </div> </li> </ul> <div class="show-more"> <a href="https://www.asa.org.uk/advice-and-resources/resource-library/resource-search-results.html?topic=EF4F5DCC-0530-4D6C-94DA8FA47FB1D616" class="show-more-link">View all articles</a> </div> </div>  </div> <div class="col-md-6">  <div class="widget"> <h2 class="heading">Relevant codes</h2> <ul class="icon-listing mod-bordered"> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/type/broadcast/code_section/14.html" class="font-icon font-icon-Open-book-2 icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/type/broadcast/code_section/14.html">14 Financial products, services and investments</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Broadcast</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/type/non_broadcast/code_section/14.html" class="font-icon font-icon-Open-book-2 icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/type/non_broadcast/code_section/14.html">14 Financial products</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Non-broadcast</span> </li> </ul> </div> </li> </ul> <div class="show-more"> <a href="https://www.asa.org.uk/search.html?type=broadcastcode,code&topic=EF4F5DCC-0530-4D6C-94DA8FA47FB1D616" class="show-more-link">View all</a> </div> </div>  </div> </div> </div> </div>  </div>  </div> <div id="message-login-popup" class="white-popup mfp-hide"> <div class='magnific-popup mfp-video-popup'> <div class='white-popup-content'> <header> <button type='button' class='remove-link mfp-close'>Close ×</button> <h3>Please login!</h3> </header> <section class='body'> <p class="message"></p> <div 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