Social media is one of the best ways for a mortgage adviser to build trust and stay in mind, but it comes with rules that most businesses never have to think about. Get them wrong and you risk a telling off from your network, or worse, from the FCA.
This guide covers the rules that apply to mortgage advisers on social media, what you need to include, what to avoid and what you can post freely. It's general guidance rather than legal or compliance advice, so always check with your network or compliance team.
The one rule to remember
If a post invites or encourages someone to take out a mortgage, or to use your mortgage services, it's a financial promotion. It must be clear, fair and not misleading, and it must stand on its own.
That means the important information, including any required risk warning, needs to be in the post itself, not hidden in the comments or behind a link.
Six rules every mortgage adviser should know
Read the FCA’s FG24/1 social media guidance alongside the MCOB financial promotion rules. Requirements depend on the product and the content of the promotion.
Every post stands alone
The FCA looks at each post on its own. A warning in your bio or a pinned post doesn't cover the rest.
Use the appropriate risk warning
Give relevant risks fair prominence. Repossession wording is commonly used, but one standard sentence is not a substitute for checking the rules for the product and promotion. Use wording cleared by your compliance team.
Rates need a representative example
For an MCD-regulated mortgage promotion quoting a rate or cost figure, include the required standard information and representative example. See MCOB 3A.5.
Warnings must be visible
Don't rely on a caption that gets cut off with "see more". Put key wording in the image or the opening lines.
Sharing counts
If you share or repost someone else's promotion, you're responsible for it as if it were your own.
Get approval first
Appointed representatives usually need their network to sign off promotional posts before they go live.
Extra wording for some products
Check the product category before choosing disclosures. Do not copy a generic warning without confirming that it fits the promotion.
Content ideas to review before posting
Educational content can be useful, but it is not automatically outside the financial promotion rules. A post can promote a service without naming a product. Assess the wording, context and call to action with your compliance team.
Jargon explained
LTV, fixed vs tracker and agreement in principle, in plain English.
Buying process guides
The steps from first viewing to collecting the keys.
Team introductions
Who you are, your experience and why you do the job.
Client stories
With written consent and nothing personal or financial shared.
Market news
Bank of England announcements, explained simply and accurately.
Local content
Areas you cover, local property news and community support.
Reviews
Genuine reviews from your Google or review platform, with permission.
Checklists
Documents to gather before applying.
Mortgage social media dos and don'ts
Do
- Keep a log of every promotional post and its approval
- Put required warnings in the image or the first lines of the caption
- Use your network's approved templates where they have them
- Make educational posts most of your content
- Check posts still make sense when shared out of context
- Reply to comments promptly and move personal questions to a private conversation
Don't
- Promise approval or a guaranteed rate
- Use phrases like "cheapest" or "best rates" unless you can prove it
- Give personal advice in public comments
- Share a lender's or influencer's promotion without checking it
- Post client details, addresses or amounts borrowed
- Hide warnings in comments, hashtags or a link
How 99social works with mortgage advisers
We write every post with the rules in mind, keep promotional posts and educational posts clearly separate and include the right wording where it's needed.
Everything goes to you for approval first, so you can run it past your network before anything is published. Find out more about our social media management for mortgage advisers, or browse our social media post ideas for mortgage advisers.
Social media rules for mortgage advisers FAQs
Do mortgage advisers need a risk warning on every social media post?
Not every post needs the same warning. Assess whether it is a financial promotion and which product rules apply. Educational wording is not an automatic exemption. Give relevant risks appropriate prominence and have compliance confirm the wording before publication.
Can a mortgage broker post interest rates on social media?
Yes. For an MCD-regulated mortgage promotion quoting a rate or cost figure, MCOB 3A.5 requires standard information and a representative example. Have compliance check the full promotion, including the prominence of the APRC.
Are social media posts financial promotions?
They can be. If a post invites or encourages someone to take out a mortgage or use your services, the FCA treats it as a financial promotion, and the same rules apply as for any other advert.
Do posts need to be signed off by compliance?
If you're an appointed representative, your network will usually need to approve promotional posts before they go live. Many networks have pre-approved templates you can use.
Can an agency manage social media for a mortgage adviser?
Yes. A good agency writes posts with the rules in mind and works with your network's approval process. Our social media management for mortgage advisers does exactly that.
