The FCA regulate the financial services industry in the UK. Their aim is to protect consumers, ensure the industry remains stable and promote healthy competition between financial services providers.

The ASA is solely responsible for all financially related broadcast advertising complaints e.g. TV and radio, and may seek advice from the FCA where needed. 

In regards to non-broadcast financially related advertising complaints, e.g. print and online, the FCA handles those that are unclear, unfair or misleading in nature.

Financially related ad complaints include those that are regarding:

  • Deposits
  • Investment business
  • Mortgages
  • General insurance
  • Consumer credit
  • Pure protection policies

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