5 emerging challenges of FCA financial promotions you should look into

Mar 10th '23

Have you ever wondered how financial companies attract and keep their customers?


One of the key tools they use is financial promotions. These are advertising campaigns designed to entice people to use their financial products or services.


But let’s be real – creating effective Financial Promotions can be challenging. Today, customer needs, regulatory compliance, and digital marketing advancements must be considered.


Plus, there’s always the risk of damaging a company’s reputation if the promotion is seen as unfair or lacking in transparency.


Financial promotions are super important but creating them is no easy feat. This guide walks you through the emerging challenges of financial promotions that you need to look into


Strict regulations

The financial services industry is heavily regulated. Financial promotions must comply with various regulatory requirements to avoid fines, legal issues, or reputational damage. Here’s a detailed breakdown of FCA financial promotions guidance.


Regulations and guidelines vital for businesses to stay compliant

Regulations and guidelines play a big role in ensuring companies are up-to-date on what’s required for their promotions. These regulations are in place to protect consumers and ensure the safety and soundness of the financial system.


Companies need a deep understanding of the regulatory landscape and financial promotion requirements to stay compliant with regulations. They need to have solid systems for reviewing and approving their ads and ensure their employees are trained on the latest rules.


Adapting to changing customer needs

The financial services industry constantly evolves, changing customer needs and preferences. Financial companies need to adapt quickly to these changing trends to stay competitive and provide the best service to their customers.


Evolving needs and preferences of customers:

One of the biggest challenges for financial companies is keeping up with what their customers want. Nowadays, people have tons of choices, and they want financial services tailored to their needs and super easy to use.


So, financial companies must keep up with what their customers want and adapt their promotions and products quickly.


This requires a deep understanding of customer behaviour, plus the ability to use data and analytics to identify trends and patterns in customer preferences.


Financial companies can personalize their financial promotions to meet customer needs. This helps you meet the unique needs of individual customers. This can be done through targeted advertising, personalized offers, and other marketing tactics.


Scaling With Systems is an excellent example of creating a customer-centric offer and adapting to changing trends and customer needs. They’ve created advertising campaigns so that it directly speaks to their target audience, i.e., business owners in the B2B space.


Managing reputation risk

Reputation risk is a significant challenge for companies regarding financial promotions. The financial services industry is highly competitive, and a company’s reputation is critical to its success. Negative publicity or perception can result in loss of customers, market share, and revenue.


There are several risks associated with financial promotions, including:


  • Advertising:  If a financial promotion is false or misleading, it can result in reputational damage and legal action.
  • Lack of transparency: Financial promotions must be transparent, and all fees associated with a financial product or service must be disclosed.
  • Cybersecurity threats: Cybersecurity threats can result in reputational damage and loss of customer trust.


Strategies for mitigating reputation risk

  • Develop and maintain a strong brand: Financial companies must develop and maintain a strong brand to build customer trust and loyalty.
  • Prioritize transparency and disclosure: Financial companies must ensure customers understand the risks and fees associated with financial products and services.
  • Monitor and respond to customer feedback: Financial companies must monitor and respond to customer feedback to address concerns or issues.


Digital marketing advancements

The emergence of digital channels has created new opportunities for financial companies to promote their products and services. Financial companies can reach a broader audience and target specific demographics more effectively than ever.


Emergence of digital channels for financial promotions

Digital channels, including social media, email, and mobile apps, have emerged as powerful tools for financial promotions. These channels allow financial companies to reach customers directly and use targeted messaging to build relationships.


These channels also allow financial companies to collect data on customers’ behaviour, preferences, and needs. This data can be used to tailor financial promotions and provide more personalized marketing.


Unique challenges posed by digital channels

  • Data privacy concerns: Financial companies must be mindful of data privacy concerns when collecting customer data through digital channels. They must comply with regulations related to data collection, storage, and use.
  • Cybersecurity threats: Companies must ensure that their digital channels are secure and that they have adequate measures to protect against cyber threats.
  • Difficulty in measuring ROI: Measuring the ROI of digital promotions can be challenging, as it can be difficult to attribute specific customer actions to specific advertisements.


Ensuring fairness and transparency

Fairness and transparency are critical components of financial promotions. Financial companies have to ensure that their advertisements are clear and not misleading, providing consumers with the information they need to make informed decisions.


Importance of fairness and transparency in financial promotions:

These components are vital to building trust with customers. Customers who feel that they have been misled or deceived by a financial promotion are less likely to do business with that company.


Plus, financial companies must comply with regulations related to financial promotions. Failing to do so can result in fines, legal issues, and reputational damage.


Potential traps to avoid in financial promotion creation

  • Misleading or incomplete information: Promotions that use misleading or incomplete information to entice consumers can result in lost trust and credibility.
  • Ambiguous language: Ads that use vague language can confuse consumers and may result in misunderstandings about the offered product or service.
  • Hidden fees: Financial promotions must be transparent about all costs and expenses associated with a product or service. Promotions that hide fees or make it difficult for consumers to understand the costs associated with a product or service can result in lost trust.



Financial promotions must be designed relatively transparently to build customer trust and credibility.


Financial companies can tailor their advertisements to meet customer needs by taking a customer-centric approach while complying with regulatory requirements.


Companies must stay current with emerging financial promotion challenges and adopt strategies to mitigate these risks.


By doing so, they can create effective financial promotions that build customer trust and loyalty while driving business growth.


Find out about:


Download our free Financial Promotion Guide


Remember: Not everything is black and white when it comes to Financial Promotions, and many of the rules are open to interpretation. If you are unsure how your activities fit within the rules, please contact us.


LS Consultancy is ideally placed to support firms of all sizes and types with this Financial Promotions review.


Need some promotional advice? If you want to understand more about how to make sure your marketing materials meet FCA standards, please click here.


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