Marketing your mortgage services online is a powerful way to attract new clients. But unlike many industries, mortgage advisers operate in a heavily regulated environment. Getting it wrong can damage your reputation — or even lead to penalties from the FCA. Here’s how to stay compliant while still promoting your business effectively.

Be Clear and Fair

FCA guidance requires that all promotions are clear, fair, and not misleading. That means:

• No exaggerated claims (e.g., “guaranteed approval”).
• Avoiding jargon that could confuse clients.
• Making sure key facts, like risks or fees, are not hidden in the small print.

Every piece of online content, from your website to a Facebook post, should follow these principles.

Disclose Your Status

Clients should always know who they are dealing with. Make sure your website, directory listings, and social media clearly state whether you are directly authorised by the FCA or an appointed representative of a network or other principal. Your listing at Mortgage Adviser Directory includes fields where you can disclose this information.

Keep Records

The FCA expects firms to keep records of their promotions. That includes digital content such as emails, blog posts, and social media campaigns. Keep an organised log of what you’ve published and when, so you can evidence compliance if ever asked.

Be Careful With Testimonials

Reviews and testimonials are powerful, but they must be genuine and not cherry-picked in a way that could mislead. Encouraging all clients to leave feedback (rather than only asking those you know are happy) is a good way to demonstrate fairness. Platforms like Mortgage Adviser Directory make this easy, with clients able to post reviews directly to your listing.

Watch Your Financial Promotions

If you share mortgage rates, product details, or financial comparisons, ensure they are accurate, up-to-date, and include the necessary risk warnings. For example, if you mention interest-only mortgages, you must also explain the need for a repayment strategy.

Train Your Team

If colleagues or administrators are involved in posting online content, make sure they understand the compliance rules too. One careless post can undo a lot of good work.

Final Thought

Marketing online is essential for today’s mortgage advisers, but compliance can’t be an afterthought. By keeping your promotions clear, transparent, and fair, and by using trusted platforms like Mortgage Adviser Directory to showcase your services and reviews, you can grow your business with confidence while staying firmly on the right side of FCA regulations.

Disclaimer: This article is provided for general information only and does not constitute legal or regulatory advice. Mortgage advisers should always refer to the FCA Handbook and seek professional compliance support where necessary.