What does the FCA expect from prop firm marketing in the UK?
Quick answer
The FCA expects promotions of regulated financial products to be clear, fair and not misleading and to be approved by an authorised firm. Whether a prop evaluation is a financial promotion depends on its features. In any case, avoid earnings claims, explain simulated accounts, and control what affiliates and influencers say.
Detailed answer
General information, not legal, tax or regulatory advice. Rules differ by country and change over time; confirm your position with a qualified professional before acting on it.
Practical guidance for UK-facing marketing:
- Be accurate about what is simulated and how payouts work.
- No income promises or implied guaranteed results.
- Balanced risk messaging next to any performance examples.
- Influencers: the FCA has taken action against unauthorised promotion of financial products on social media. Brief affiliates in writing.
- Records: keep copies of ads and approvals.
Even if your product falls outside the financial promotion regime, the ASA's advertising rules still apply. This is general information, not legal advice; ask a UK lawyer to review campaigns aimed at UK consumers.
A simple test
Read each ad as a UK consumer with no trading experience. If they could believe the account is real money, that they will likely earn, or that the offer is risk-free, rewrite it.
Affiliates
Brief UK affiliates in writing and review their content.
Keep copies of every UK-facing campaign and when it ran, in case you need to show what was said.
PropExecutor team · Updated
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