Financial scams are now affecting millions of people across the UK. FCA research showed that 7.5 million adults experienced fraud in the past year, with around 800,000 losing money to investment or pension-related scams. Despite nearly 80% of people believing they can spot a scam, only around a quarter regularly check who they are dealing with before handing over money. The launch of the FCA’s new Firm Checker tool aimed to turn that confidence into action by making checking a company a simple, everyday habit.
Challenge
• High public confidence in spotting scams, but low levels of practical checking behaviour
• Investment and pension scams causing significant financial losses
• Online and impersonation scams making fake firms appear legitimate
• Encouraging behaviour change in moments where urgency and pressure are used deliberately
Key Statistics
• 7.5 million UK adults experienced fraud in the past year
• Around 800,000 people lost money to investment or pension scams
• 2 million people were persuaded to transfer money after being contacted by someone posing as a genuine firm
• Only 27% say they regularly check a company before handing over money
• Total of 367 broadcast opportunities generated
• Total combined reach of 443,145,000
Action
The launch was positioned as a clear consumer protection moment, built around a simple behavioural message: stop, check the firm, then decide. Broadcast activity focused on explaining how the Firm Checker works in practice and why dealing with an authorised firm significantly reduces risk.
High-impact national placements anchored the campaign, including BBC One’s The One Show, BBC News Channel, and BBC World Business Today. A major moment came through 5 Live’s Wake Up to Money, which then fed into every BBC regional radio station in England, delivering wall-to-wall coverage across the network. The message was reinforced across BBC Radio Scotland, BBC Radio Wales, BBC Radio Ulster and BBC Radio Cymru, alongside strong commercial radio pickup including Sky News Radio and national speech networks.
Consistent messaging ensured the tool was clearly explained on air, with repeated references to searching “FCA Firm Checker” and making checking a routine habit rather than an afterthought.
Results
• 367 combined broadcast opportunities
• Total reach of 443,145,000
- Major national TV coverage on BBC One and BBC News Channel
• International exposure via BBC World
• Lead coverage on 5 Live Wake Up to Money, syndicated across every BBC regional radio station in England
• Extensive pickup across Sky News Radio and commercial national networks
• Strong message consistency around pausing, checking and using authorised firms
Key Takeaways
• Consumer protection campaigns land when behaviour change is framed as simple and practical
• Securing a flagship 5 Live slot can unlock full BBC regional network coverage
• Clear, repeatable messaging increases understanding and recall across large-scale radio distribution
• National TV combined with regional radio creates both authority and local relevance
