The Financial Conduct Authority (FCA) has installed a pop-up ATM at London Waterloo station as part of a consumer awareness campaign aimed at tackling investment scams and encouraging people to verify firms before investing.
The temporary installation, unveiled during the morning commute, invited passers-by to claim a “fortune”. As commuters approached, the machine’s screen opened to reveal Emil the Seal, the regulator’s campaign mascot, delivering a warning about the risks of dealing with unauthorised firms and urging consumers to “check it’s real before you seal the deal”.
Sheree Howard, executive director of authorisations at the FCA, said: “Checking isn’t hesitation – it’s the new power move. Scammers thrive on urgency and excitement, which is why we’ve used Emil the Seal to break that spell and remind people to always stop and check whether a financial firm is genuine and authorised before sealing the deal.”
The activation supports the FCA’s wider campaign promoting its Firm Checker tool, which allows consumers to quickly confirm whether a financial firm is authorised. The campaign also includes a humorous advert and broader marketing activity designed to help protect consumers from financial crime.
The regulator said the stunt was intended to mirror the tactics used by scammers, who often create urgency and dangle attractive rewards to pressure victims into making quick decisions.
By situating the installation in one of the UK’s busiest stations, the FCA aimed to cut through commuter routines and prompt people to pause and verify offers that may appear too good to be true.