Life insurance lead generation: how to generate your own leads in the UK

Life insurance lead generation is the work of attracting your own enquiries from people who want cover, through search ads, social ads, your website and content, instead of buying leads someone else collected. In the UK it comes down to six steps: check your firm is allowed to advertise, pick one audience and one channel, build a page whose consent wording names your firm, track every enquiry from click to policy, call each one quickly, and judge the channel on cost per policy still on risk after clawback.

Done well, it brings you people who asked your firm by name to get in touch, at a cost you control. Done badly, it spends money on clicks that never become policies. If you’d rather pay someone else to do the work, go straight to choosing a lead generation agency or when buying makes more sense.

What is life insurance lead generation?

The difference matters more than it sounds. In its final report on the pure protection market, the FCA defines a lead generator as a firm that gets hold of people’s contact details and hands them to other firms in return for a fee or part of the commission, and notes that advertising platforms such as search engines and social media could count too. When you generate enquiries through your own website and forms, nothing is passed on: the customer asks to hear from you, and the record of what they agreed to sits with you from the start. If you use a platform’s built-in lead forms, check what the platform collects and keeps, and make sure your consent and privacy wording covers it.

That changes your obligations as well as your economics. You’re the business behind the advert, the form and the privacy notice, so you answer for all three. If you ever start passing the enquiries you generate to other firms for a fee or a share of commission, you’ve become a lead generator yourself, and your forms and privacy information have to cover that too.

UK lead generation isn’t the US playbook

Much of what ranks for this topic is written for American agents, with state licences, “final expense” products and Facebook funnels. Some tactics travel; the rules don’t. In the UK, advertising life cover brings in the FCA’s rules on financial promotions, the calls, emails and texts you make to people who respond are governed by PECR and the TPS rather than American do-not-call rules, and advice comes from FCA authorised firms and their appointed representatives. Our guide to leads for agents and advisers in the UK maps the American terms across, and the wider market is set out in our complete guide to UK life insurance leads.

How do you generate life insurance leads in the UK?

Whichever channel you choose, the work runs in the same order, and that order is most of the answer to how to generate life insurance leads without wasting money. Skipping the first and third steps is how firms end up with adverts they have to pull and enquiries they can’t use.

1. Check you can advertiseConfirm your FCA status, get your principal’s agreement if you’re an appointed representative, and complete each ad platform’s financial services checks.
2. Pick one audience and one channelFor example, homebuyers in your area through search ads, or over-50s through social ads. One clear test beats four half-funded ones.
3. Build a page that names youA focused landing page, a short form, contact consent that names your firm and each channel, and your privacy information.
4. Track from click to policyTag every source, store the consent wording and time with each enquiry, and record every outcome in your CRM.
5. Start small and answer fastCap the daily budget, show ads only when someone can call back, and contact each enquiry as soon as you can.
6. Judge on cost per policyAfter two or three months, compare the all-in cost of each policy on risk with what buying would cost. Then scale, fix or stop.

What is the best way to generate life insurance leads?

In the FCA’s consumer research, 27% of recent buyers who used a firm or adviser found it by searching online and contacting it directly, and 30% found it through a recommendation from a friend or family member. Yet the FCA’s final report found that 58% of people hold no protection products, and 59% of them have never considered their protection needs.

Search advertising reaches the people who are already looking. Social ads, content and partnerships are how you reach the rest, and those enquiries need more explaining when you call.

There isn’t one best way for every firm. The right channel depends on how soon you need enquiries, how much you can spend before the first commission arrives, how much time you have to run campaigns, and who you advise. The table compares the routes for generating life insurance leads that you run yourself, or pay an agency to run in your name, with buying shown alongside for comparison.

Referrals, introducers and your own client bank aren’t in the table because they run on relationships rather than campaigns. They cost the least in cash and bring some of the warmest enquiries, but you can’t turn them up when the diary is empty. Our guides to free sources of life insurance leads and every way to get life insurance leads cover them in detail. The rest of this guide concentrates on the paid side of life insurance lead generation, because that is where most of the cost and the regulatory exposure sit.

If you’re working out how to generate leads for life insurance from a standing start, a sensible order is to tidy your client bank, ask for referrals, then pick one paid channel and run it properly for long enough to judge it. Spreading a small budget across search, social and an agency at once usually means none of them produces enough data to tell you anything.

How do you generate life insurance leads with Google Ads?

Paid search is a direct route to people who want cover, because you pay only when someone who searched for it clicks your ad. It also needs a lot of set-up before your first enquiry, and a badly built account can spend most of its budget on the wrong people before you notice.

Get verified before you build anything

Since September 2021, anyone advertising financial services to UK users on Google has had to pass its UK financial services verification. To advertise life cover, the advertiser must be authorised by the FCA, and the business details it gives Google have to match its entry on the FCA Register. Verification takes time, so start it before you write a single ad.

Lead generation agencies and affiliates can’t verify on their own. Under Google’s UK financial services verification policy, an FCA authorised firm that is already verified, and that approves the third party’s promotions, has to vouch for it by submitting its domains. If you’re an appointed representative, you aren’t authorised in your own right, so ask your principal how it handles verification and ad approval before you open an account.

Choose search terms that show intent

Not every search that contains “life insurance” comes from a customer. Sort terms into three groups before you bid:

• Ready to act: searches for quotes, advice or a specific need, such as mortgage life cover, joint life insurance or over-50s life cover.
• Researching: how much cover do I need, level or decreasing term, what does critical illness cover pay. Worth reaching with content, and often costly to buy clicks for.
• Not customers: jobs, claims, policy logins, definitions and searches for an insurer’s customer service number. Add these as negative keywords from the first day.

Start with tightly matched keywords and a small number of ad groups, and read the search terms report every week. Loose matching on a phrase as wide as “life insurance” tends to spend the budget on the third group. If you advise in one area, set your location targeting to match it, something not every lead source lets you do.

Write ads that meet the FCA’s rules

Your ads, and the pages they link to, must be clear, fair and not misleading, and recognisable as marketing, under the FCA’s insurance conduct rules in ICOBS 2.2. Headline prices need particular care. Under the FCA’s guidance, the price in a claim like “cover from £X a month” should be one that most people who respond could reasonably expect to get. If it isn’t, the guidance says the ad should state prominently how many people are likely to get it, and make the basis of the price and any significant limits just as clear.

In practice, a headline price only the youngest, healthiest non-smokers could get is hard to justify unless the ad says prominently how few people will get it. Say plainly that you’re an adviser or broker, so nobody mistakes you for an insurer, and tell people what happens when they enquire.

The Consumer Duty reaches these people too. It applies to retail customers whether or not they are yet your clients (PRIN 2A.1.13G), so an advert that leaves people unsure who you are, or what happens when they enquire, is a Duty question as well as a promotions one.

Measure enquiries and policies, not clicks

Set up conversion tracking on the enquiry itself rather than page visits, so you can see which searches produce people who fill in the form. Better still, record which enquiries became policies and use that as your measure of success, so you can see which keywords bring business rather than form fills. Before you send any customer information back to an ad platform to do this, check with your compliance adviser and say so in your privacy information.

Advertising tags and tracking pixels on your landing page generally need the visitor’s consent under PECR before they run, so set up your cookie banner before the campaign goes live. The ICO’s guidance on storage and access technologies explains the limited exceptions.

Can SEO and content bring in life insurance leads?

Yes, slowly. Content is one of the slowest forms of life insurance lead generation to get going and one of the longest-lasting: a useful page can keep bringing enquiries for years without a charge per click, but protection is a crowded topic online and search engines are cautious about pages that give financial information. Expect months of work before organic search produces enquiries in useful numbers, and run it alongside a channel that works now.

Content that earns enquiries answers what your own clients ask, in more depth than a comparison site would. Good starting points for a UK protection firm:

• How much life cover to take with a new mortgage, and whether level or decreasing term fits.
• What happens to existing cover when someone remortgages, moves home or has a child.
• Joint or single policies, and why advisers talk about writing a policy in trust.
• Over-50s plans compared with underwritten whole of life, including how waiting periods work.
• Pages about your area and your specialisms, backed by a complete Google Business Profile and genuine client reviews.
• Rules of thumb people search for, such as cover of ten times salary, and why an adviser starts from debts, income and the family’s plans instead.

Show who wrote each page, when it was last checked and your firm’s FCA status. A page that invites readers to get a quote or book advice is marketing, so put it through the same sign-off as an advert. Never write or buy reviews; genuine feedback collected on an independent platform is the only kind worth having.

Content doesn’t have to be a web page. Short videos that answer one client question, LinkedIn posts aimed at employers and other professionals, and a regular email to clients who agreed to hear from you can all point people back to the same pages. Anything that invites people to get in touch is marketing, so the same sign-off applies. Emails need the recipient’s agreement to hear from your firm unless an exception applies, which is a question for your compliance adviser.

A page with modest traffic from people researching mortgage cover can be worth more than a popular article read by people who will never buy. Organic content is one of the few lead sources that costs time rather than money, which suits a firm with more hours than budget.

Can you generate life insurance leads on Facebook?

Yes. American guides recommend it often, usually because they find reach cheaper than search clicks. For a UK firm two things are different: who is allowed to advertise, and how much work each enquiry needs once it arrives.

Who can run financial services ads

Since late 2022, Meta has required UK financial services ads to come from an FCA authorised firm or to be approved by one. In April 2026 the FCA said that large social media platforms have policies like this, and that they aren’t doing enough to enforce them. Being authorised gets you through the door; it doesn’t mean an ad that gets through is compliant. The FCA’s guidance on financial promotions on social media (FG24/1) explains how the promotion rules apply to posts and paid ads, including content other people post for you.

You’ll also read that life insurance ads on Meta must use a restricted financial category with fixed age ranges, no gender targeting and no lookalike audiences. Meta’s developer documentation makes that category compulsory for campaigns run from, or aimed at, the United States. It also says advertisers reaching “Europe” with financial products and services ads must declare the category, but it doesn’t say whether that includes the UK. So check what Ads Manager requires when you set up a UK campaign and follow it, rather than relying on a US guide either way. Other social platforms set their own financial services rules too, so read each policy before you spend.

Built-in lead forms or your own landing page?

Meta’s built-in lead forms fill in the person’s name, email address and phone number for them, so they tend to produce more enquiries for the money. They also tend to produce more people who don’t remember enquiring, or who tapped through without reading. Sending people to your own landing page costs more per enquiry and filters harder. If you use the built-in forms, set them up as carefully as your own page. Add a question about the cover they want so people stop and think, write consent wording that names your firm and each way you’ll contact them, and point the form’s privacy policy link at information written for this form rather than your website’s general notice. Check in Ads Manager which form options your account offers.

Either way, expect social enquiries to need more work on the first call. The person saw an advert while doing something else; they didn’t set out to buy cover that day. Call promptly, say who you are and what they asked for, and plan a few attempts at sensible times, using only the contact methods they agreed to and stopping as soon as they ask you to. Our guide to online and social leads covers how to judge their quality and spot fake form fills, and the steps from first call to policy on risk are in our guide on how to convert life insurance leads.

Adverts aimed at the over-50s

Adverts for over-50s plans need extra thought. Guaranteed acceptance plans typically don’t pay the full benefit for a death that isn’t accidental in the first 12 or 24 months, and a policyholder who keeps paying into old age can pay in more than their family receives. An advert that leads with “guaranteed” and a low monthly price, and mentions neither point, should go past your compliance adviser before it runs.

The FCA expects firms to take particular care with customers in vulnerable circumstances, and its guidance (FG21/1) names health and life events among the drivers of vulnerability, so think about how your advert reads to someone dealing with either. Read what over-50s enquiries involve before you target this group.

What should your landing page and enquiry form include?

Your landing page has one job: to help the right person ask your firm to contact them, knowing who you are and what happens next. It is also your evidence. If anyone later asks what a customer agreed to, the answer is whatever your form said on the day they sent it.

• Who you are: your firm’s name, that it is authorised by the FCA (or an appointed representative of a named principal), and your firm reference number.
• What you do: that you’re an adviser or broker, not an insurer, and how you’re paid.
• What happens next: who will contact them, how, and roughly when.
• A short form that asks only what you need for the first conversation: name, phone number, email if they want to give it, age and the cover they have in mind. Smoking status may count as health information, so agree with your compliance adviser whether you need it at this stage and, if you do, the condition you rely on and how you explain it.
• A separate, unticked box for each way you’ll contact them, naming your firm.
• Your privacy information, shown at the point you collect the details.
• A cookie banner that asks before any advertising or tracking tags run.
• Prices, if you show any, that most people who enquire could actually get.
• Basic protection against fake entries: phone and email format checks, and a hidden field or challenge to stop bots.

Consent wording that names your firm

The main advantage of generating your own leads is that the person asks your firm, by name, to contact them. Under PECR, marketing emails and texts generally need the person’s consent to messages from your firm by that channel, and before a live marketing call to a TPS-registered number, that person needs to have let your firm know they’re happy to take its calls. A form you control can ask about both clearly. With a bought lead, the wording was written by someone else and may not name you at all.

Illustrative wording, to adapt with your compliance adviser: “I’d like [your firm] to contact me about life insurance”, followed by separate tick boxes for phone, email and text. Keep the exact wording, its version, the time, the page address and the campaign that brought them in with every enquiry. Whether your wording and records are enough for the way you contact people, and whether any exception such as the soft opt-in could apply to people who ask you for a quote, is a judgement for your firm, so agree it with your compliance adviser or network.

Two things to avoid. Don’t add a line letting you pass details to “selected partners”. The ICO treats consent that doesn’t name the organisation as invalid for email and text marketing, and in January 2026 it fined ZMLUK £105,000 over marketing emails sent using consent collected for 361 “partner” companies. Passing enquiries on for a fee would also make you a lead generator.

And don’t ask about health, which may include smoking status, on the first form unless you need to. UK GDPR treats health information as special category data, so you’d need an additional condition, on top of your usual lawful basis, to collect it; keep medical questions for the advice conversation. Our summary of the UK rules on leads covers PECR, the Consumer Duty and privacy information in more detail.

Privacy information at the point of collection

When you collect details directly from the person, the ICO’s guidance on collecting information and generating leads says you must tell them at that point, in clear language, why you’re using their information, whether you’ll share it and what their rights are. Link to privacy information written for this form, not a generic page about your website’s cookies. If you haven’t already, check that your firm has paid the ICO data protection fee.

What happens after someone presses send

The thank-you page should repeat who will contact them and when, and let them choose a time if your diary allows. If they gave an email address, a short confirmation from your firm sets the same expectation; keep it about their enquiry rather than turning it into marketing.

Then call. Contact rates tend to drop quickly after an enquiry, and the person who searched for cover at lunchtime may have spoken to someone else by the evening. Send each enquiry straight to whoever will call it, by email alert or into your CRM, and arrange cover for evenings and weekends if your ads run then. Our guide to real-time leads and speed to contact explains how to set up for speed.

Fast doesn’t have to mean pushy. Contact people only by the methods they ticked, act straight away on any request to stop, and keep a do-not-contact list so another campaign doesn’t reach them again. Because the Consumer Duty already applies to people who enquire, avoid pressure on the first call and look out for signs that someone may be in vulnerable circumstances.

How much does it cost to generate a life insurance lead?

There’s no reliable published benchmark for what life insurance lead generation costs per enquiry in the UK, from paid search or from social ads. Vendors and forums quote figures, but none is independently checked, and your costs will depend on your area, your search terms, your landing page and how well the account is run. The only figure worth trusting is your own.

That figure is more than your ad spend. A fair cost per lead counts the hours you or your staff spend running campaigns, valued at what that time could earn elsewhere, plus landing page software, call tracking, your CRM, compliance sign-off and the spend you lose while you learn. The 30% figure from the FCA’s interim report covers lead generation and staff together, for a small sample of established protection specialists, so treat it as a rough yardstick rather than a target.

Use the calculator to try your own numbers. Start with what you expect to spend, the cost per click your account shows (or a cautious guess), and the share of visitors you expect to send an enquiry, then open “Add your time and tools”.

Calculator

Generate or buy? Cost per lead calculator

Put in your ad spend, cost per click and landing page conversion, add your time and tools, and compare the all-in cost of an enquiry you generate with one you buy.

Monthly ad spend in pounds

£

Average cost per click in pounds

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Costs per click vary widely by search term and area; use the figure your own account shows.

Clicks that become enquiries as a percentage

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How many visitors to your landing page leave their details.

Add your time and tools

Hours a month running it

Campaign management, landing pages, compliance checks.

Value of an hour of your time in pounds

£

Software and tools a month in pounds

£

Landing page builder, call tracking, CRM.

Price of a bought lead in pounds

£

What a comparable exclusive lead costs you.

Your all-in cost per lead

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Clicks a month

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Enquiries a month

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Ad cost per enquiry

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Monthly cost all in

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• Generate your own–
• Buy a lead–

Illustrative calculator: default figures are examples only. Self-generated enquiries also need compliant financial promotions, consent capture and data protection processes, which this does not cost.

Illustrative example: with the default figures, £1,500 of ad spend at £4 a click buys 375 clicks, and if 8% of those visitors send an enquiry you get 30 enquiries, or £50 each in ad spend alone. Fifteen hours of your time, valued at £40 an hour, and £100 a month of software bring the monthly total to £2,200, or about £73.33 an enquiry before any set-up and compliance costs. Against a bought exclusive enquiry at an assumed £45 (a figure chosen for this example, not a market benchmark or a Protection Connect price), generating your own costs about £28 more per lead in that first month.

Now suppose that over a few months you lift the landing page to 12% and cut your time to 8 hours as the account settles. The same spend brings 45 enquiries for £1,920 in total, about £42.67 each, a little below buying. That is the honest shape of the decision: a new campaign can cost noticeably more per enquiry than buying, and a well-run, established one can cost less, provided it holds those numbers as you spend more. These figures are examples, not Protection Connect results.

From cost per lead to cost per policy

A cheap enquiry that never becomes a policy is the most expensive kind. Track each source through every stage, so you can see where it falls away.

Commission sets the ceiling, and most of it arrives at the start. The FCA found initial commission is usually 170% to 250% of the first year’s premium, and about 96% of protection commission is paid upfront on indemnity terms. Some or all of it has to be repaid if the policy lapses within the clawback period, which is generally two or four years.

Illustrative example: if one in ten enquiries becomes a policy on risk, the first-month figures above mean about £733 of lead cost per policy, the settled figures about £427, and bought enquiries at £45 about £450. On a policy of around £30 a month at 200% initial commission, which pays about £720, the first-month campaign loses money before you count the time spent advising and arranging the policy. These figures are examples, not Protection Connect results.

Lapses matter as much as sales. The FCA’s interim report found that in 2024, 23% of non-advised policies sold through intermediaries on four-year clawback terms lapsed in their first year. Separately, some firms told the FCA that some early lapses may be due to poor-quality leads from lead generators.

Judge every source on policies still in force when clawback ends, not on applications. Our guide to the hidden costs of life insurance leads goes through the rest of the sums.

Should you use a life insurance lead generation agency?

An agency can save you the learning curve, but “lead generation agency” covers two very different arrangements, and you need to know which one you’re signing up to.

• An agency that runs campaigns for you. The ads, landing pages and forms are in your firm’s name, you pay a management fee plus the ad spend, and the enquiries are yours. You’re still responsible for the promotions and the data. If the agency handles enquiry data on your behalf, UK GDPR (Article 28) requires a written contract setting out what it may do with that data.
• An agency that sells you enquiries it generates. The ads and forms are in its name or under a consumer brand, and you pay per lead. That makes it a lead generator, and everything about buying leads applies: who else gets each enquiry, what the customer agreed to and whether your firm was named.

Check the agency’s regulatory position as well as its results. Google will only accept it as a third party vouched for by an FCA authorised firm, Meta expects financial ads to come from or be approved by an authorised firm, and a paid lead collector that asks people qualifying questions could itself need FCA authorisation or appointed representative status. Look up the agency, and any firm it says approves its adverts, on the FCA Financial Services Register, and ask your compliance adviser if the answers don’t add up.

Two details help you read the answers. Whether an agency’s adverts need an authorised firm’s approval depends on the financial promotion rules and their exemptions. Where approval is needed, the approver must check each promotion is clear, fair and not misleading, and since February 2024 it has generally needed the FCA’s permission to approve promotions for businesses that aren’t authorised (ICOBS 2.2). So “our ads are approved” should come with the approving firm’s name and FRN.

An introducer appointed representative can make introductions and hand out its principal’s non-real-time promotions, but it can’t advise on or arrange cover, or present itself as if it does. If a seller describes itself this way, check its principal on the Register too.

Questions to ask before you sign

• Whose name is on the ads, the landing page and the consent wording, and who approves them?
• Who owns the ad accounts, pages, tracking data and enquiries, and what do you keep if you leave?
• Are the enquiries generated for your firm only, or do the same campaigns feed other firms?
• Can you see the live form, the exact consent wording and the privacy information?
• How are you charged, and is ad spend passed through at cost, with the platform’s own invoices?
• What is the minimum term, and the notice period?
• Will you see raw data by source, such as search terms, audiences and enquiries, or only a cost-per-lead summary?
• How are objections, deletion requests and complaints passed to you?

If what you really want is enquiries without running campaigns, compare agencies with other sellers on the same terms. Our guide to where to buy life insurance leads in the UK covers the seller types and the checks to make before you pay.

When does buying leads make more sense than generating them?

Life insurance lead generation isn’t free, and buying leads isn’t a shortcut to profit. Both are ways of paying for enquiries, one in time and ad spend, the other in a price per lead, and the right balance usually shifts as your firm grows.

A few rules of thumb help you decide where to put the next pound:

• If you need enquiries this month, buying can be quicker, provided the seller has enquiries that match your criteria. Verification, page building and sign-off can take weeks before a campaign produces anything.
• If you have more time than money, start with referrals, your client bank and content, then add a small paid test once you can afford to lose the spend.
• If you specialise, whether by area, profession, language or complex cases, your own campaigns let you find and speak to that group in a way a general lead source can’t.
• If you can’t answer enquiries quickly, fix that first. Neither generated nor bought enquiries survive a slow first call.
• If you’re an appointed representative, your principal may limit or need to approve your own advertising, which can make buying from sources it accepts the simpler route.

You don’t have to choose one. Your own channels can serve the customers and areas you know best, while bought enquiries fill quiet weeks or test a new market, as long as you track each source separately, in the same CRM and through the same process, so the comparison is fair. To work out what a bought enquiry is worth to you, use the maximum bid calculation in our guide to exclusive leads. If you’re still unsure whether paying for leads can work for your firm, our guide to whether life insurance leads work tests the maths, and new advisers can start with our guide to a first lead budget.

How Protection Connect fits alongside your own lead generation

Protection Connect is a UK marketplace for exclusive life insurance leads, run by an FCA authorised firm (PJG Financial Limited, FRN 919697) for FCA authorised firms and their appointed representatives, and every application is verified against the FCA register before approval. Enquiries come from our own consumer websites, LifeAdviser (life insurance) and 50Life (over-50s life insurance), from people actively looking for cover online who ask to be contacted. Every enquiry is delivered to one broker only.

It can sit beside your own life insurance lead generation. Choose customers by product, age, smoker status and cover amount, set the most you’ll pay per enquiry, and cap each campaign daily by spend or by leads. You never pay more than your maximum, the minimum price per enquiry is £35, and you can pause whenever your own enquiries fill the diary.

Enquiries arrive in your lead inbox with an email alert, and a webhook to Zapier or Make can pass them into your CRM beside your own. Each shows its site, a source label, the time of consent and the contact methods agreed to, so you can compare sources fairly.

On your own campaigns, fake form fills are your cost. Here, the phone number and email are checked automatically before an enquiry is accepted, and you can claim a credit within 48 hours of delivery if either is invalid or the enquiry is a duplicate, materially outside your criteria, fraudulent or a test. A customer not answering or changing their mind isn’t grounds.

Your own forms can name your firm; ours don’t. On LifeAdviser the customer ticks to be contacted by Life Adviser, a trading style of PJG Financial Limited, and is then told an FCA authorised adviser firm will contact them and that the firm pays us a fee for the introduction, at no extra cost to them. Introduce your firm on the first call, and agree with your compliance adviser how PECR, including TPS screening and any email or text, applies to these enquiries.

We supply life and over-50s enquiries only, you can’t set regional or postcode targeting yourself at the moment, and the minimum price rules out cheap volume. Before you top up, your dashboard shows whether enquiries are being supplied. Read how buying works on Protection Connect, or see how it works, a sample enquiry and what it costs to start.

Questions brokers ask about life insurance lead generation

Sources and further reading

1. FCA: Market study into the distribution of pure protection products, final report (MS24/1.5), September 2026
2. FCA: Market study into the distribution of pure protection products, interim report (MS24/1.4), January 2026
3. FCA: Pure protection market study, consumer research summary, 2025
4. Google Advertising Policies Help: Financial services verification, United Kingdom
5. FCA Handbook: ICOBS 2.2, communications to customers and financial promotions
6. FCA Handbook: PRIN 2A.1, application of the Consumer Duty
7. ICO: Guidance on the use of storage and access technologies
8. FCA: FCA spearheads global action to stop illegal finfluencers, April 2026
9. FCA: FG24/1, Finalised guidance on financial promotions on social media
10. Meta for Developers: Special Ad Categories
11. FCA: FG21/1, Guidance for firms on the fair treatment of vulnerable customers
12. ICO: Collect information and generate leads
13. ICO: Fines for nuisance marketing messages, January 2026
14. FCA: Financial Services Register