Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.

Section 14 of the CAP Code sets out the rules that apply to marketing communications for Financial products and services. CAP has written a number of AdviceOnline articles on the topic of financial products and services. For specific guidance on advertising your financial products, please see the links below.

General products and services

For information about general financial products and services, including when ads are referred to the FCA, please see Financial products and services: General.


For information about insurance products, including issues such as social irresponsibility or harm and offence, please see Financial products and services: Insurance.


For information about cryptoassets, including the regulation of cryptoassets and what material information needs to be included in ads, please see Financial products and services: Cryptoassets.

Short term and payday loans

For information about short term and payday loans, including what to avoid in ads for these products, please see Financial products and services: Short term and payday loans.

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