The Financial Conduct Authority has intensified its focus on financial promotions and digital marketing harms, reporting a sharp rise in enforcement activity in the first year of its five‑year strategy.
According to its annual report, the regulator led an international crackdown on illegal finfluencer promotions that resulted in three arrests, six criminal proceedings and 650 social‑media takedown requests.
The FCA said the action formed part of a broader effort to target “the most serious risks and harms” in consumer‑facing communications. It issued 2,329 warnings about unauthorised or potentially scam firms in 2025, up from 2,240 the previous year, and secured 17 criminal convictions for fraud, insider dealing, money laundering and DPA offences. Two individuals received a combined 11 years’ imprisonment for insider dealing and money laundering.
The regulator also expanded its consumer‑protection measures, many of which directly affect marketing and acquisition teams. Its Firm Checker tool, launched in January 2025, has been used 1.9 million times, while a 2026 advertising campaign increased weekly consumer protection via warning messages by 49%. The FCA said the campaign helped safeguard an average of 694 consumers each week.
Further interventions included final rules for pensions, investments and Buy Now Pay Later products, expected to benefit 18 million consumers over the next decade. Consumer Duty fair‑value rules delivered an estimated £157m in annual savings for customers paying monthly insurance premiums. Mortgage affordability clarifications prompted most lenders to update their approach, enabling borrowers to access up to £30,000 more.
Ashley Alder, chair of the FCA, said the regulator had “made a strong start”, adding that its focus remained on “protecting consumers, maintaining market integrity and supporting a competitive economy”. Chief executive Nikhil Rathi said the FCA had “shut down scams, pursued those who abuse markets through the courts” and “helped hundreds of thousands of consumers access better financial products”.
Check out the latest Financial Promoter magazine for an in-depth look into the world of finfluencers.