"Don't Get Played: FCA Raises Awareness of High-Risk Investment Hype with Innovative Cinema Advert"

The UK’s Financial Conduct Authority (FCA) has released an innovative cinema advertisement, linked to the new film 'Dumb Money', to raise awareness of the risks associated with investing in hype. The advert is part of their ongoing InvestSmart campaign, and leverages the sensory deprivation of the cinema environment for maximum impact. It starts by anonymous tipster talking about a ‘once-in-a-lifetime opportunity to make some serious money’ before revealing that it is actually an online forum chat. The advert seeks to remind consumers not to be tempted by opportunities they find online without doing thorough research. Furthermore, they are supporting this primary advert with additional digital displays in cinema foyers and geo-targeted display ads on websites that may have an interest in investments. This way, individuals will be reminded both before and after the film to think about the risks before investing. In sum, the main aim of the FCA’s InvestSmart campaign is to inform consumers so that they can make better-informed investment decisions that match their own financial circumstances and attitude to risk.