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Do the FCA’s financial promotion rules apply? An Infographic

  • Writer: Jess Saumarez
    Jess Saumarez
  • May 30
  • 2 min read

If you’re marketing financial products or cryptoassets in the UK, there’s one question you need to be able to answer confidently:


Do the FCA’s financial promotion rules apply to what you’re posting?


We get it - regulation can feel like a headache. But this decision tree helps you break it down step-by-step so you can spot whether your content needs to follow the rules (and if so, what that means).


Do the FCA’s financial promotion rules apply?

Let’s Walk You Through It

Here’s what this handy flowchart helps you determine:


  1. Are you making a communication - or just casually chatting? If you’re actively creating or approving promotional content, you’re on the hook.

  2. Are you inviting people to invest or take action? If your content is an invitation or encouragement to engage in an investment or claims management activity - yep, you’re in financial promotion territory.

  3. Is this part of your business activity? A casual tweet from a personal account? Maybe not. A campaign post from your company’s channel? Absolutely.

  4. Is your content aimed at or capable of affecting UK audiences? UK origin or reach = UK rules apply. Even if your business is global, UK-targeted posts must follow the Financial Services and Markets Act.

  5. Does it fall under a valid exemption? There are a few carve-outs (e.g. communications to high-net-worth individuals), but they’re the exception, not the norm.

  6. If not exempt, are you authorised? If you’re not an FCA-authorised person, then your content must be approved by one before going live.


Why It Matters

Publishing a non-compliant financial promotion can land you in serious trouble with the FCA. That means enforcement action, reputational damage, and - let’s be honest - a lot of stress.


The good news? With the right process and support, staying compliant doesn’t have to be hard.


Want to Go Deeper?

We’ve created a free downloadable guide: How to Create a UK Social Media Presence That Meets FCA Requirements


It covers:

  • The 6-step approach to FCA-compliant content

  • Examples of compliant vs. non-compliant posts

  • Platform-specific best practices (LinkedIn, TikTok, YouTube & more)

  • Influencer and paid promotion rules

  • Pre-publishing checklists for your team



Final Word

Understanding whether FCA rules apply is the first step to protecting your brand and building trust online. Use the infographic above as your go-to check before hitting “post.”


Still unsure? Get in touch - we approve cryptoasset promotions in the UK and help teams navigate this stuff every day.

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