Writing FAQs and Articles for Verified+ Profiles

Your Verified+ profile includes the ability to publish FAQs and articles - a great way to demonstrate your expertise and help prospective clients understand your services. However, because you are a regulated financial professional, any content you publish must comply with FCA rules and must not constitute a financial promotion.

This guide explains what that means in practice and how to stay on the right side of the rules.

Under the Financial Services and Markets Act 2000 (FSMA), a financial promotion is broadly defined as any communication that invites or induces a person to engage in investment activity. The FCA's financial promotions rules (COBS 4) require that all such communications are fair, clear and not misleading.

Content on your profile could be considered a financial promotion if it:

• Promotes a specific product or service in a way designed to drive a purchase or engagement decision

• Makes performance claims, guarantees, or predictions about investment returns

• Includes testimonials, case studies or endorsements that are not compliant with FCA rules

• Creates a false impression of risk, cost, or suitability

Note - The firm should ensure that the written permission has been obtained for the use of any client views expressed to re-produce these comments based on an individual’s circumstance, as testimonials or case studies which may appear.

FAQs and articles are not financial promotions — they are educational, informative content designed to help readers understand a topic. This distinction is important. Done well, they serve two purposes: they demonstrate your expertise to prospective clients, and they improve your chances of appearing in search results when people look for answers to financial questions online.

Search engines reward content that genuinely answers questions people are asking. Writing clear, helpful articles on topics relevant to your clients — such as retirement planning, tax allowances, or protection insurance — can meaningfully increase your profile's reach without crossing into promotional territory.

Do:

• Write about topics your clients commonly ask about, in plain English

• Explain concepts clearly and objectively

• Think about the questions people search for online and use natural, conversational language that mirrors how they would phrase those questions

• Keep content relevant to your area of authorisation and competence

• Make clear that readers should seek regulated advice before making any financial decisions

Don't:

• Suggest specific products, funds, or providers without appropriate qualification

• Make performance claims or predictions about investment returns

• Use language designed to pressure or persuade a reader into taking action

• Omit material risks associated with financial products or strategies you discuss

• Repurpose content that has already been used as a financial promotion elsewhere

VouchedFor automatically includes a disclaimer on every article published on the platform, so you do not need to add your own. However, your compliance officer or network may have additional requirements. Always check with them if you are unsure.

Many advisers are required by their network, compliance service, or PI insurer to have marketing content signed off before publication. If this applies to you, you must obtain approval before publishing any FAQ or article on your VouchedFor profile.

threesixty members: threesixty provide guidance and content compliance support to their members. You can access their resources and guidance on financial promotions and digital and social media through www.threesixtyservices.co.uk or make use of their helpdesk support.

The FCA publishes detailed guidance on financial promotions which you should familiarise yourself with:

• FCA Financial Promotions guidance (FG24/1)

• FCA COBS 4 – Communicating with clients, including financial promotions

• For comprehensive rules review the FCA's Financial Promotions and Adverts Requirements or consult the FCA Handbook - PERG 8.

If you are unsure whether a piece of content is compliant, do not publish it until you have checked with your compliance officer, network, or support service. You can also contact us at VouchedFor and we will do our best to help.