The impact of ‘Treating Customers Fairly’ on financial promotions

Leonora Corden, director of Financial Sector Marketing, Royal Mail

It goes without saying that marketing is becoming ever trickier in today’s marketplace. As the number of media channels available increases and consumers gain ever more control over their media intake through technology such as personal video recorders, MP3 players and the internet, marketers are finding their messages can be ignored or even actively edited out by their target audiences. For financial marketers, the number of considerations when seeking to promote their products and services to consumers has grown, not least as a result of the FSA’s ‘Treating Customers Fairly’ guidelines.