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Financial services and crypto

Financial promotions, signed off faster

Voxly Vision checks your ads, social posts and finfluencer content against the FCA rules and your own house standards, then tells your team exactly what to fix.

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The problem

Financial promotions sit under the FCA, and the stakes are higher than a ruling. Promote without authorisation or approval and it can be a criminal offence. Finfluencers have already been convicted.

The Consumer Duty raised the bar again. It's no longer enough to include the risk warning. Customers have to actually understand it.

Meanwhile your marketing team wants to move at social speed, and every asset queues for compliance sign-off.

What we check

Every asset is checked against the rules for your products:

  • FSMA section 21 and the Consumer Duty: fair, clear and not misleading, and actually understood.
  • CONC 3 for credit and BNPL, including representative APR.
  • COBS 4, MCOB 3A, ICOBS 2.2 and BCOBS 2 for investments, mortgages, insurance and banking.
  • Crypto promotion rules: risk warnings, cooling-off and banned incentives.
  • Your own house standards: required wording, disclaimers and tone.

You get a verdict, the rules at stake and a recommended fix, in under a minute.

See it in action

How Voxly Vision checks an ad

Every report shows an overall verdict, the rules at stake and a recommended fix, giving your team a record of how each promotion was reviewed.

Example Voxly Vision compliance report showing an overall result, key findings and a recommended action

Regulations we check

Financial and Crypto

COBS 4

COBS 4 sets the rules for investment and trading advertising: promotions must be fair, clear and not misleading, carry balanced risk warnings, and there are limits on mass-marketing high-risk investments. It also governs firms that approve promotions for others — a growing area of FCA scrutiny.

Read the guide →

Financial and Crypto

Crypto promotion rules

Crypto ads to UK consumers must come from an FCA-authorised firm or be approved by one, carry prominent risk warnings, and give first-time investors a 24-hour cooling-off period. It's one of the strictest crypto promotion regimes anywhere, and the FCA has shown it will take action against non-compliant exchanges.

Read the guide →

Financial and Crypto

ICOBS 2.2

ICOBS 2.2 requires insurers and brokers to keep communications and promotions clear, fair and not misleading, so customers understand the cover, the exclusions and the price. It's the FCA's conduct standard for insurance marketing, where ambiguity about what's covered is the central risk.

Read the guide →

Financial and Crypto

MCOB 3A

MCOB 3A governs mortgage and equity release advertising — including risk warnings, representative examples and balanced claims about cost. It's the FCA's conduct rulebook for home finance promotions, an area where the regulator has been particularly active on later-life and equity release products.

Read the guide →

Financial and Crypto

CONC 3

CONC 3 sets the rules for consumer credit advertising — loans, credit cards, car finance and now buy-now-pay-later. It covers representative APR, risk warnings and the requirement that promotions be clear, fair and not misleading. The regime is under review, with much of its detail potentially shifting toward Consumer Duty standards.

Read the guide →

Financial and Crypto

BCOBS 2

BCOBS 2 governs how banks and building societies promote and talk about current and savings accounts — including telling customers clearly about interest rates and changes to them. It's the FCA's banking-specific conduct rulebook for communications, working alongside the broader Consumer Duty.

Read the guide →

Financial and Crypto

Consumer Duty

The Consumer Duty requires financial firms to communicate so that customers genuinely understand products and can make good decisions — judged on real outcomes, not whether a disclosure box was ticked. It's a higher, outcomes-based standard that reaches into every piece of financial marketing.

Read the guide →

Financial and Crypto

FSMA 2000, section 21

Section 21 is the financial promotion restriction: only an FCA-authorised firm can promote financial products, or an authorised firm must approve the promotion. Doing it without that authorisation or approval is a criminal offence — and that applies to influencers and ordinary businesses, not just banks.

Read the guide →

General Advertising

DMCC Act 2024

The DMCC Act is the UK's main consumer protection law for advertising and selling. It bans misleading claims, drip pricing and fake reviews, and crucially lets the Competition and Markets Authority fine firms up to 10% of global turnover directly, without going to court first. It has sharp teeth and marks a major shift in UK enforcement.

Read the guide →

General Advertising

BCAP Code

The BCAP Code is the rulebook for advertising on UK television and radio. Most broadcast ads are pre-cleared by Clearcast or Radiocentre before airing, but the Advertising Standards Authority can still investigate and ban them after they've run. Like its non-broadcast counterpart, it centres on ads being truthful, not misleading and socially responsible.

Read the guide →

General Advertising

CAP Code

The CAP Code is the rulebook for almost all non-broadcast advertising in the UK — social posts, websites, emails, paid digital, print, direct mail and more. It is written by the Committee of Advertising Practice and enforced by the Advertising Standards Authority. Its core principle is simple: ads must be legal, decent, honest and truthful, and must not mislead or cause serious harm.

Read the guide →

Latest rulings

No rulings write-ups for this sector yet. Catch every week's rulings on the blog.

Who it's for

Brand team gathered around a laptop in a colourful office

Brand managers

Check creative before it reaches legal, and stop losing days to sign-off.

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Responsible marketing and compliance

First-pass checks on every asset, so your team focuses on the judgement calls.

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MarTech lead working on a laptop in a bright office

IT and MarTech

Ad compliance checks that plug into Slack, Teams, your DAM and workflow tools.

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Legal

Screen every ad before it reaches legal, so you only see what needs a lawyer.

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Frequently asked questions

Does Voxly Vision approve financial promotions?
No. Approval stays with your authorised people. Voxly Vision does the first pass so they review cleaner drafts, faster.

Can it check finfluencer content?
Yes. Check creator posts before they go live, including whether they count as a financial promotion.

Can it check against our own standards?
Yes. We load your house rules alongside the FCA requirements.

Does it keep a record of reviews?
Every check produces a report you can keep with the asset.

Check every ad before it goes live

Voxly Vision checks images, video and copy against the rules and your own guidelines, then shows your team exactly what to fix.

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