Meta is stepping up its scrutiny of financial services advertising, and while some of the most significant changes are currently focused on the US, UK advertisers should be paying close attention.
In the US, Meta has tightened its rules around investment products and opportunities. Advertisers now need to complete Meta’s financial services verification process before they can promote these products, including content positioned as educational or informational.
What might this mean for advertisers in the UK?
Meta’s existing financial services advertising policy states that advertisers may need to demonstrate that they are authorised by the relevant regulatory authorities. In the UK, that potentially brings the Financial Conduct Authority (FCA) and an advertiser’s regulatory status into much sharper focus.
Although an equivalent change to the US verification process has not yet been announced for the UK, the direction of travel is clear: Meta is taking a more cautious approach to financial products and services.
What should advertisers do now?
For brands offering products that could potentially be interpreted as financial services, it is worth getting ahead of the issue.
That means understanding exactly how your product works, whether any regulatory authorisation applies, and how it is described in your advertising and landing-page content. Advertisers should also keep a close eye on rejected ads and policy warnings. Increased enforcement could mean products that have previously been advertised without difficulty are now being caught by Meta’s automated review systems. This increased scrutiny may also extend to educational and non-sales-focused financial services content, rather than just ads directly promoting a product or service.
The important point is not to panic, but to prepare. Understanding your regulatory position and ensuring Meta has the information it needs could help minimise disruption if (and more likely when) verification requirements become more widespread.
If you would like help ensuring your Meta advertising is compliant, please get in touch.
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| Author | Rhiannon Bull |
| Channel | Media |