One in four adverts on the websites of financial services firms could potentially mislead consumers, the City watchdog warned yesterday.
The Financial Services Authority (FSA) said a review of promotions on regulated firms' websites had found that a quarter of adverts were failing to present information in a fair, clear and not misleading way. It said problems included adverts that failed to signpost key information for consumers, as well as ones that were difficult for people to navigate their way around.
But overall the review, which looked at 77 company websites, found three quarters of adverts were complying with its standards.
Dan Waters, director of retail policy and themes at the FSA, said: "For many people the internet is the channel of choice for shopping around for financial products.
"However, it can expose consumers to high risk as they are able to make instant purchases without advice. This is why it is so important that firms' websites are fair, clear and not misleading."
The regulator added that it was publishing examples of good and bad promotions to help firms address their failings in website advertising.