Social media marketing in financial services

Sep 17th '20

Social Media is defined in the Oxford Dictionary as “Websites and applications that enable users to create and share content or to participate in social networking”.


There are over 7.7 billion people in the world, of which half  have at least one social media account, demonstrating the social and demographic development that has taken place since inception in the early 2000s. Most people are aware of the big social media sites – Facebook, Twitter, LinkedIn, YouTube and Instagram. But not everyone is aware that there are rules around the use of social media in financial services.


Back in March 2015, the Financial Conduct Authority (FCA) released specific guidance around how firms should use Social Media and provides detailed guidance around how firm’s should use Social Media.


Social Media and Financial Promotions

Firms engaging in Social Media must consider whether the content they post should be classed as a financial promotion. The FCA suggests that any form of communication has the potential to be a financial promotion, and therefore the standard rules around financial promotions apply. The FCA defines a financial promotion as: “an invitation or inducement to engage in investment activity or to engage in claims management activity that is communicated in the course of business”


Firms should therefore consider whether the content they post falls within the definition above and, if so, ensure that any content is compliant with the rules relating to financial promotions.


Firms should also be aware that anyone who is widely associated with the firm and who posts content using their own personal account, might still be considered as having posted a financial promotion. Firms need a process to manage that risk.


Stand Alone Compliance

All financial promotions, digital or otherwise, need to be compliant in their own right with all applicable rules. The most important rule is that financial promotions must be clear, fair and not misleading‘. Essentially, this means that all communications should be balanced, and provide details of any potential risks associated with the promotion as well as the advantages. Firms should be aware that some products will require product-specific risk warnings.


Where performance is referenced, this should be in line with the past performance rules which include detailing previous performance over the previous 5 years, and including the source and basis of the data. Of course, the past performance warning must also be included, with ‘equal prominence‘.


Achieving all this within one promotion may be a challenge, given that there are size limits on some forms of social media posts, for example the 280 character limit on Twitter. The FCA recognises the challenge and suggests that signposting to more comprehensive information may be appropriate, provided that the initial promotion itself remains compliant.


The FCA also expects that financial promotions will be obvious to the reader as being a financial promotion. If it is not clear from the content, the firm should explicitly state that the post is a financial promotion.


Image Advertising

Image advertising is intended to create a favourable mental picture of the product in the mind of the customer. An attempt is made to associate the product/service with certain values rather than to promote any specific product or service. Firms could choose to use image advertising, particularly where financial promotions are restricted by character limits.


FCA Social Media guidance provides how different products interact with the COBS rules:


  • For investments, image advertising is exempt from most of the detailed financial promotions rules and guidance in COBS 4, but it will still need to comply with the high-level ‘clear, fair and not misleading’ rule;
  • For mortgages, MCOB 3 contains a specific exemption for financial promotions that comply with MCOB 3.2.5R;
  • For insurance and banking, there is no equivalent provision for image advertising in ICOBS 2 or BCOBS 2 and firms cannot rely on exemptions;
  • For credit products, CONC 3 applies only to a limited extent to financial promotions or communications falling within CONC 3.1.7R and that comply with the parts of CONC 3 set out in that rule.


Responsibility of forwarding and sharing content

Typically, the responsibility for a financial promotion lies with the firm that posts it. However, when a financial promotion is forwarded or shared by another firm, responsibility can pass to the firm that shared or forwarded the promotion.


Approval and Record Keeping

The guidance outlines that firms should have an adequate system in place to sign off digital communications, with sign-off coming from an individual who has the appropriate competence and seniority to do so. Firms are also expected to keep a record of all financial promotions which includes online promotions.


Our View

We recognise that the use of social media is not for everyone. And, where firms are engaging with customers through social media, this can raise additional compliance challenges. Some of those challenges may not be immediately apparent, as in the case of potential issues with forwarding or sharing content.


Accordingly, it is essential that firms engaging with customers on social media platforms have a good understanding of the rules and ensure that there are robust systems and controls in place to identify any areas of non-compliance.


Action Required By You
  • If your firm uses social media to engage with clients, or is considering doing so, ensure there are processes in place to keep it compliant;
  • If your firm is an active user of social media, a good place to start is to contact us.
  • If you have any questions in relation to your firm’s online financial promotions compliance, get in contact with us as we can provide a cost-effective and timely pre-publication advice to make sure all your advertising and campaigns are compliant, clear and suitable for their purpose.


How we can help you!

At LS Consultancy, we are experts in Marketing and Compliance, and work with a range of firms to assist with improving their documents, processes and systems to mitigate any risk.


Contact us today for a chat or send us an email to find out how we can support you in meeting your current and future challenges with confidence.


Explore our full range today.


Contact us