Call for help over dodgy ads

Appearances can be deceptive and costly

Consumers are being urged to report misleading adverts, as part of a new crackdown by the City regulator.

Your feedback will help us protect you

Anna Bradley, FSA consumer director

The appeal by the Financial Services Authority coincides with the build-up to the end of the tax year in April - peak-time for financial advertisers.

The FSA said it was "impossible" for it to monitor all the adverts and marketing material that is produced, and so it needed the help of consumers to stamp-out misleading practices.

Firms that consistently breach financial advertising rules can ultimately be fined or publicly 'named and shamed' by the regulator.

Eagle eyes needed

The FSA has a basic rule that adverts should be of a "clear fair and not misleading standard".

It said it would be monitoring investment product advertising particularly closely over the next few months.

Savers have just a few months left to make the most of this year's tax-free limits on Individual Savings Accounts (Isas).

Anna Bradley, FSA Consumer Director, said: "If you spot something you think is misleading, we'd like to hear from you.

"Don't assume that we've already seen it - it's impossible for us to monitor all the adverts and marketing material that is produced. Your feedback will help us protect you."

Further information:

The FSA has published a new guide to rules on financial adverts guide, which looks at "tricks" used by advertisers to present their products in the best light, and practical tips to help consumers shop around.

Consumers can also complain directly from the FSA's website.