In July 2022, the FCA set out the final rules and guidance for Consumer Duty, outlining higher and clearer standards of consumer protection across financial services to deliver good outcomes for customers.
The Financial Conduct Authority FCA published final rules for the Consumer Duty along with key timescales in July 2022. To allow firms to understand how they are required to implement the new rules , the regulator has provided practical guidance to helps firms comply with the new Duty and meet the regulators expectations.
The introduction of the Consumer Duty is the biggest regulatory shift in financial services in recent years. The FCA have made it clear in their Policy Statement (PS22/9), that Consumer Duty is not a ‘one size fits all’ and that implementation plans need to be tailored to each firm and their practices.
The regulators aim is to ‘ensure a higher and more consistent standard of consumer protection for users of financial services, and to prevent harm before it happens.
Having a good understanding of Consumer Duty is an important part in a firm being able to implement it properly and confidently. The new Duty is broken down in three sections, The Principle, cross cutting rules and the four outcomes.
i. The Principle
An introduction of a new Principle 12 is being introduced with the aims of setting higher standards for firms. When Principle 12 applies, it overrides the existing Principles 6 (treating customers fairly) and 7 (clear, fair and not misleading communications). The new Principle 12 is outcomes focused and therefore each firms implementation plan also requires this approach. One of the aims of Consumer Duty is for firms to be more proactive.
ii. The cross-cutting rules
Underpinning the new Principle, the FCA have laid out three cross-cutting rules, which are,
a. Acting in good faith
b. Avoid causing foreseeable harm
c. Enable and support retail customers to achieve their financial objectives
iii. The four outcomes
The four outcomes should be central to a firms’ implementation plan

Next steps
The FCA have released five key milestones for firms to prepare for.
=> 27th July 2022 – Finals rules and guidance published
=> 21st October 2022 – Firms to agree implementation plans
=> 30th April 2023 – Manufacturers to complete reviews to meet the outcome rules
=> 31st July 2023 – Rules start for open products/services
=> 31st July 2024 – Rules start for closed products/services
Useful links:
- Consumer Duty resources
- Consumer Duty sets higher standards for financial services customers
- FG22/5 Final non-Handbook Guidance for firms on the Consumer Duty
- Consumer Duty implementation: good practice and areas for improvement
Vulnerable Customers
The Financial Conduct Authority (FCA) outlines a vulnerable customer as ‘Someone who, due to their personal circumstances, is especially susceptible to harm, particularly when a firm is not acting with appropriate levels of care’.
Key Characteristics of Vulnerability:
Vulnerable customers are more likely to suffer negative outcomes, particularly when firms don’t provide adequate care.
Vulnerability arises from factors like age, health, disabilities, financial literacy, or life events that can limit a person’s ability to make informed decisions or protect their interests.
- Examples of Vulnerability:
- Age:Advanced age, or young age.
- Health:Physical or mental illness, cognitive impairment (like dementia), or learning disabilities.
- Financial Literacy:Low knowledge of financial matters, low confidence in managing money, or insufficient digital skills.
- Life Events:Bereavement, relationship breakdowns, or other major life changes.
- Disabilities:Physical or learning disabilities.
- Communication Difficulties:Low literacy, or difficulties with language or communication.
- Other Factors:Experience of domestic violence or sexual abuse, heavy reliance on others for care, or exposure to financial abuse.
FCA Guidance:
The FCA emphasizes that firms must understand the needs of vulnerable customers and ensure they are treated fairly. They expect firms to:
- Understand the Needs of Vulnerable Customers:Firms should identify and understand the specific needs of vulnerable customers.
- Provide Appropriate Support:Firms should provide tailored support and care to meet the unique needs of vulnerable customers.
- Ensure Fair Treatment:Firms must ensure that vulnerable customers are treated fairly and with the appropriate level of care.
- Demonstrate Good Consumer Outcomes:Firms should be able to demonstrate that they are meeting the needs of vulnerable customers and achieving good consumer outcomes.
Useful links
FG21/1 Guidance for firms on the fair treatment of vulnerable customers