Financial service advertising is a regulatory challenge. The ISBA Financial Advertisers Group is the first point of contact for advertiser policy.
With regulations coming from EU directives, UK government regulations and our own CAP and BCAP codes ISBA keeps a close watch on calls for tighter and on more detailed rules. We maintain a close working relationship with the Financial Services Forum of senior practitioners with a dedicated focus on marketing effectiveness.
Consumer protection from being mislead is the main aim of advertising regulation. The complexity of some financial products has resulted in frequent calls for warnings, subtexts and legalese in financial service advertising. ISBA does not always believe that this delivers consumer protection and can do serious damage to advertising effectiveness.
An example of the pressure to qualify advertising came in June 2011 from the FSA that proposed new rules to cover advertisements using ‘guaranteed’, ‘protected’ or ‘secure’ that would require additional information within the communication.
If you are an ISBA member log in now or register for access to dedicated members only pages on Financial service issues and the Working Group
To become involved with our group email Ian Twinn iant@isba.org.uk or Jane Salliss janes@isba.org.uk