How to review marketing materials for ongoing compliance

To stay compliant with the Financial Conduct Authority (FCA), you must ensure that all your marketing materials remain "clear, fair, and not misleading." This isn’t a one-time job; you should schedule a formal review of your website, social media, and printed assets at least every six months—or immediately whenever your services, fees, or UK financial regulations change.

Why regular reviews are essential

In the world of financial services, a "financial promotion" is any communication that invites or induces someone to use your services. This includes a tweet, a blog post, or even a brochure left in a coffee shop. If these materials become outdated—for example, if you mention an interest rate or a fee that has since changed—you risk hefty fines from the regulator and, more importantly, losing the trust of your clients.

How to conduct a compliance audit

Follow these steps to ensure your marketing stays on the right side of the rules:

• Create a "Promotion Inventory": Make a list of every place your business is advertised. This includes your website pages, active social media profiles (LinkedIn, Instagram, etc.), email signatures, and any physical flyers.
• Check for Balance: The FCA is very strict about balance. If you talk about the potential "upside" or benefits of a financial product, you must give equal prominence to the risks. Ensure risk warnings aren't hidden in tiny "fine print" at the bottom of the page.
• Verify Accuracy: Check that every fee, percentage, or service description is still 100% accurate. If you’ve updated your pricing, every single mention of the old price across all platforms must be updated or removed.
• Assess "Clarity": Read your content through the eyes of a "retail customer" (an everyday person who isn't a financial expert). If you are using heavy jargon or complex terms without explaining them, you may be failing the "clear" and "not misleading" test.
• Review Social Media History: While it is difficult to review every tweet ever sent, ensure your pinned posts, bios, and recent activity are compliant. If old posts contain specific financial offers that are no longer valid, it is safer to delete them.

The "Review and Approve" Record

If the FCA ever audits your business, they will want to see evidence that you have a process for compliance. Every time you review your materials, keep a simple log (a spreadsheet is fine) noting:

1. The date of the review.
2. The materials reviewed (e.g., "Full website audit").
3. Any changes made.
4. Who approved the final versions.

Top Tip: Use a "Compliance Checklist" for every new piece of content you create. This ensures that before a post goes live, it has already been checked for risk warnings and clarity, making your periodic reviews much faster.

When to trigger an ad-hoc review

Don't just wait for your scheduled review. You should immediately audit your marketing if:

• The FCA announces new rules (such as changes to Consumer Duty).
• You launch a new service or stop offering an old one.
• You change your fee structure or any specific "calls to action" on your site.