One of the best pieces of advice we give clients when reviewing their promotions is simple:
Take off your Adviser or compliance hat — and read it like a customer.
Would you understand what’s being offered? Are any benefits overstated? Could anything be misunderstood or taken the wrong way? The FCA’s “clear, fair and not misleading” rule isn’t just a tick-box, it’s a mindset that should shape everything you say.
This also ties in with the Consumer Duty’s emphasis on consumer understanding. If your customer wouldn’t read it the way you intended, it’s time for a rewrite.
