UK Financial Services Advertising Policy

In 2021, Google changed its UK Financial Services Advertising Policy. The change requires advertisers on its platform not regulated by the FCA. These advertisers will now be required to sponsored by a regulated firm as an 'approved third party'. In line with this policy change. A directly authorised regulated firm has agreed to sponsor Regulated Advice Google adverts.

This should help the FCA supervise and prevent fraudulent companies from scamming consumers. The UK Financial Services Advertising Policy in addition to pensions cold-calling ban in 2019. Both these policies are a step in the right direction. 

How to protect yourself

There are, of course, many sophisticated scams out there that don't rely on advertising. 

Do not accept pension advice from anyone except a qualified and FCA-regulated financial advisor. Always check the FCA register to ensure the advisor or firm you are dealing with is authorised. 

We cross-check that all advisors on the platform are on the FCA register. 

Never engage with an unsolicited contact. A legitimate firm will never contact you without you arranging it first. 

Should we put you in touch with an advisor. We will make sure that you know who will contact you so that you can ensure it is the correct person/company.

Warning signs to look for

• Since January 2019, cold calling about pensions has been banned.
• If couriers are involved, they can force a quick decision.
• Where contact details are only mobile phone numbers or a PO box address.
• If they claim, you can access your pension early, before age 55.
• Claiming to know of tax loopholes or promise extra tax savings.
• They offer high rates of return but claim low risk. Investments can go up and down.
• Offers or mentions of one-off investments. Time-limited offers, upfront cash incentives, free pension reviews, legal loopholes, or government initiatives.