How is the FCA approaching prop firm marketing?

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Accepted Answer

In the UK the FCA controls financial promotions and has acted against unauthorised promotion of financial products, including by social media influencers. Whether a prop firm's marketing is a financial promotion depends on what is offered. UK-facing firms should avoid earnings promises and have their marketing reviewed.
Points UK-facing firms should consider:
Financial promotion rules: promoting regulated investment activity requires approval by an authorised person. Whether evaluations count depends on the product's features.
Influencers: the FCA has brought cases against individuals promoting financial products without authorisation, which matters for affiliate programs.
Advertising standards: the ASA rules on misleading ads apply regardless of FCA scope.
Consumer law: clear pricing, terms and refund rules.
Practical steps: avoid "guaranteed" or income claims, explain that accounts are simulated, show rules clearly, and give affiliates approved wording. This is general information, not legal advice; get UK counsel before targeting UK customers heavily.
### Affiliate controls for UK audiences
Give affiliates approved wording.
Require clear paid-promotion labels.
Review their content regularly.
End relationships that make income claims.
### Record keeping
Keep copies of approved materials and the dates they were used. If questions arise, you can show what was said and when.

How is the FCA approaching prop firm marketing?

Detailed answer

Affiliate controls for UK audiences

Record keeping

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