CIPR 4.2.7 Presentation of advertisements

(1) Before an authorised firm makes or approves an advertisement, it must ensure that the advertisement:
(a) is accurate and, in particular, does not emphasise any potential benefits of a specified product (or regulated activity) without also giving a fair and prominent indication of any relevant risks;
(b) is sufficient for the needs of the average individual to whom it is addressed or by whom it is likely to be received, and is presented in plain English and in a way that he or she is likely to understand; and
(c) does not disguise, diminish or obscure important information, statements or warnings.
(2) If the firm is a tied agent of a product provider for a particular product or service, the firm must disclose that fact in all of its advertisements for the product or service.
Derived from QFCRA RM/2019-2 (as from 1st January 2020).