In February 2026, the Financial Conduct Authority interviewed 20 “finfluencers” under caution and issued 38 alerts against social media accounts suspected of promoting financial products unlawfully. It’s part of a deliberate, ongoing crackdown, not a one-off sweep – the FCA has been explicit that its main concern is younger and more vulnerable audiences being targeted by people with no qualification to give financial advice at all.
The gap between confident and qualified
Research from Capital One found that 80% of financial content on YouTube was made by someone with no relevant qualifications, and that 30% of people said qualifications were a sign they could trust the advice they were seeing – meaning a lot of trust is being placed on the strength of presentation rather than any actual credential. A more recent survey from Barclays, published in October 2025, found that 42% of investors said they’d lost money after following advice from a financial influencer, often while feeling pressured to act quickly on a tip rather than take time to think it through. Among 18 to 27 year olds specifically, that pressure to act fast was felt by 48% – nearly double the average across all ages.
What you actually lose by going unregulated
Social media can be a reasonable starting point for general awareness, or for spotting an idea worth researching properly. The risk is in treating it as a substitute for regulated advice, because several protections quietly disappear the moment you do. A regulated financial adviser has to hold specific qualifications, is authorised and supervised by the FCA, and is required to recommend products that are actually suitable for your circumstances rather than whatever pays the best commission or gets the most engagement. None of that applies to someone posting from a phone. And if something goes wrong with regulated advice, the Financial Services Compensation Scheme exists as a safety net. Follow advice from an unregulated account and lose money, and there’s typically no scheme standing behind you at all.
It’s also where scammers hide in plain sight
Social media has become one of the most common routes into investment fraud specifically because it’s so easy to look credible there – a professional-looking account, some convincing screenshots of returns, and a sense of urgency to invest before an opportunity “closes” is often all it takes. UK Finance’s own fraud reporting has repeatedly flagged social media as a growing entry point for investment scams, and the FCA’s own enforcement activity this year reflects exactly that concern.
A couple of checks worth making a habit
Before acting on financial advice or a specific product recommendation you’ve seen online, the FCA’s Financial Services Register lets you check in a couple of minutes whether the person or firm involved is actually authorised. The FCA also maintains a warning list of firms and individuals known to be operating without authorisation, which is worth a quick check if something feels slightly off. Neither takes long, and both are free.
Let’s talk to someone who’s actually qualified
We’re based in Poole and work with clients across Bournemouth and the wider Dorset area, and every recommendation we make is regulated, suitable for your specific circumstances, and backed by the protections that come with proper financial advice. If you’d like a second opinion on something you’ve seen online, or simply want to talk to someone qualified, get in touch and we’re happy to have a no-obligation conversation.
This article is for general information only and does not constitute financial advice, which should be based on your individual circumstances. The information is aimed at retail clients only. All information is correct at the time of writing (September 2026) and is subject to change in the future.
The value of your investments (and any income from them) can go down as well as up and you may not get back the full amount invested. Past performance is not a reliable indicator of future performance.
Apex CB Financial Planning Ltd is authorised and regulated by the Financial Conduct Authority, FCA number 507964.