The FCA has warned against the dangers of investment “hype” in a new cinema advert.
The regulator has commissioned an advert to run before “Dumb Money,” a 2023 film about the GameStop share price episode.
Emma Stranack, head of content and channels at the FCA, said the film gives the FCA the perfect opportunity to educate less experienced investors on the risks associated with investing, advising them to avoid hype and conduct research before investing.
“This is the first time we’ve created a cinema advert tied-in with a specific film.
“The subject-matter is directly aligned to our target audience’s interests and the cinema provides a unique environment to capture their attention,” said Stranack.
The advert begins by offering a “once-in-a-lifetime opportunity to make some serious money” before revealing the speaker as an entry on an online forum, ending with the FCA’s call to action: “Don’t Get Played.”
Running in the “gold spot” – the slot just before a film begins – the advert will be supported by digital screens in cinema foyers and online geo-targeted display ads.
The advert is part of the FCA’s wider “InvestSmart” campaign teaching individuals about the dangers of hype investments.
In early 2021, US video game retailer GameStop found itself at the centre of a web-based message board frenzy, with its share price significantly fluctuating and leaving masses of investors out of pocket.