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United Kingdom: Issued FCA guidance for memes, reels and gaming streams promoting financial services

Policy overview

Description

Issued FCA guidance for memes, reels and gaming streams promoting financial services

On 26 March 2024, the Financial Conduct Authority (FCA) issued a guidance for memes, reels and gaming streams promoting financial services. The FCA aims to ensure that advertising across social media channels is fair, clear, and not misleading, enabling well-informed financial decisions. The guide clarifies the platforms's responsibilities for all promotions, including those made by influencers, and notes that influencers need approval from an FCA-authorised person to promote financial products.

Original source

Scope

Policy Area
Consumer protection
Policy Instrument
Fair marketing and advertising practice requirement
Regulated Economic Activity
platform intermediary: user-generated content
Implementation Level
national
Government Branch
executive
Government Body
other regulatory body

Complete timeline of this policy change

Hide details
2024-03-26
adopted

On 26 March 2024, the Financial Conduct Authority (FCA) issued a guidance for memes, reels and gami…

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