Financial Promotions Manual (General Insurance Brokers)


The Financial Conduct Authority (FCA) specify certain rules and requirements in relation to the way in which firms promote themselves and the services that they offer.  These include high level requirements for material to be clear, fair and not misleading.

From the 31st July 2023, firms are required to ensure all business that falls under the Consumer Duty meets Principle 12.  As such, we updated our manual to provide detailed guidance on how to produce promotions that meets the Principle so that firms can communicate in a way that delivers good consumer outcomes.

This manual is specifically aimed at Insurance Brokers who are looking to advertise their business.  The manual includes a procedure which firm’s should follow.  It also contains guidance on how to produce stationery and advertisements compliantly by providing tips on what should and should not be included.

FORMAT: All documents are downloadable via email upon receipt of payment.


WORD DOCUMENT – 28 PAGES – Updated with Consumer Duty requirements – April 2024


  1. General Rules
  2. The Approval Procedure
    1. Initial Review
    2. Internal Testing
    3. Withdrawal of approval
  3. Business Stationery
    1. Use of FCA Logo
    2. Business Cards
    3. Compliment Slips
    4. Letterheads
    5. Facsimile Headers & Email Signatures
  4. Advertising Guidance
    1. Real Time
    2. Non-Real Time Promotions
    3. Clear, Fair and not Misleading and the Customer Understanding Outcome
    4. Behavioural Bias and Sludge Practices
    5. Firm Name & Contact Details
    6. Regulatory Statement
    7. Non-Regulated Products
    8. Quoting Facts or Figures
    9. Fees for advice or arranging
    10. Use of Comparisons in Advertisements
    11. Testimonials
    12. Use of Tear Off Slips
  5. Restricted Descriptions
  6. Specific Advertising
    1. Presentations & Video
    2. Radio Adverts
    3. Radio/Television Appearances
    4. Verbal Advertising
    5. Prize Draws & Competitions
    6. Competition Rules
    7. Press releases
    8. Canvassers
    9. Email/SMS Marketing
    10. Endorsement of Product Provider Literature
  7. Websites
    1. Regulatory Statement
    2. Use of the FCA Logo within websites
    3. Regulatory Jurisdiction
    4. Companies Acts and Business Names Act
    5. Non-Regulated Products
    6. Use of Hyperlinks
    7. Online Applications
    8. Forms
    9. Quotations
    10. General Data Protection Regulation
    11. Online Archives
    12. Email Marketing
  8. Product Provider Assistance
  9. Other Relevant Legislation
  10. Record Keeping