The UK’s Financial Conduct Authority (FCA) has significantly expanded its oversight of financial promotions by integrating cutting-edge technology into its regulatory operations. Over the last three years, the agency has handled a substantial increase in the number of promotions it reviews—an approximate 3,200-case jump compared to previous periods.
Surge in Review Volume Driven by Digital Tools
This dramatic uptick in reviewed materials has been made possible through the use of artificial intelligence and automation tools. These systems allow the FCA to monitor online platforms, social media, and websites in real time, scanning for misleading or non-compliant financial content at a scale that was previously unattainable with manual review methods.
The regulator now examines a wide range of promotional content, including posts from financial influencers, crypto-related ads, investment product promotions, and retail banking offers. The technology enables the FCA to flag content that may:
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Exaggerate returns or understate risks
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Lack proper warnings or risk disclosures
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Fail to mention that the advertised product may not be regulated by the FCA
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Be issued by unauthorized firms or individuals
Increased Enforcement and Consumer Protection
With the aid of these tools, the FCA has issued hundreds of warnings and intervention notices. In the 2023–2024 period alone, the authority required over 2,200 promotions to be amended or withdrawn due to non-compliance—marking a significant rise in enforcement activity.
The regulator has also intensified its efforts against firms promoting high-risk investment products or offering unregulated services. This includes naming and shaming firms on public warning lists and collaborating with advertising platforms to remove harmful or unlawful ads faster than ever before.
Focus on Emerging Threats and Influencer Marketing
One of the key areas of focus has been the growing number of social media influencers promoting investment schemes, crypto assets, and trading platforms without appropriate disclaimers. The FCA’s systems now automatically detect these patterns, helping it respond more rapidly to new types of risks in the digital financial ecosystem.
In addition, firms operating in high-risk sectors are now required to follow more stringent rules under the FCA’s updated financial promotions regime. For example, promotions related to crypto assets now fall under the authority’s oversight, and non-compliance can result in severe penalties.
Efficiency and Impact
According to internal data, the FCA has been able to triple its review volume while using fewer manual resources—demonstrating how automation can amplify regulatory reach. These enhancements have helped protect UK consumers from misleading promotions, scams, and investment risks that could lead to financial loss.
This proactive and technology-led approach reflects the regulator’s commitment to keeping pace with the fast-changing nature of financial marketing. As promotional content becomes increasingly digital and decentralized, especially with the rise of AI-generated ads and influencer partnerships, the FCA’s strategy ensures that consumer protection remains a top priority.
