Financial Promotions Manual for Mortgage 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 Mortgage and 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 – 35 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. Scope of Service Disclosure/Independence
    7. Regulatory Statement
    8. Non-Regulated Products
    9. Mortgage Risk Statements
    10. Foreign Language Warnings
    11. Quoting Facts or Figures
    12. Fees for Advice or Arranging
    13. Interest Rate
    14. Annual Percentage Rate (APR)
    15. Multi-Rate Products
    16. Introductory Rates
    17. Distinguishing APR
    18. Variation of Rate According to Customer Circumstances
    19. Varying rates
    20. Use of Comparisons in Advertisements
    21. Testimonials
    22. Use of Tear Off Slips
  5. Restricted Descriptions
    1. Early Repayment Charge
    2. Higher Lending Charge
    3. Lifetime Mortgage
    4. Home Reversion Plan
    5. Cash Back
    6. Introductory Rates
    7. Tied Products or Services
    8. Debt Consolidation
  6. Specific Advertising
    1. Presentations & Video
    2. Radio Adverts
    3. Radio/Television Appearances
    4. Verbal Advertising
    5. Protection Advertisements
    6. Prize Draws & Competitions
    7. Competition Rules
    8. Press releases
    9. Canvassers
    10. Email/SMS Marketing
    11. 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. Mortgage Information & Sales
    9. Forms
    10. Quotations
    11. General Data Protection Regulation
    12. Online Archives
    13. Email Marketing
  8. Product Provider Assistance
  9. Other Relevant Legislation
  10. Record Keeping