Every advertisement a Jersey financial services business issues, including a Facebook or Instagram ad, falls under the Financial Services (Advertising) (Jersey) Order 2008. In short: name the issuer (and the provider, if different) with a postal or electronic address; make clear it is a financial service advertisement; keep it “clear, fair and not misleading”; name the authority that authorised the provider; never claim the Jersey Financial Services Commission (JFSC) approved it; keep records for 10 years; and do not send it, unsolicited, to anyone who has asked not to receive financial service advertisements. On Meta that last-mile detail matters, because the Order treats an altered advert as a new one (Article 3), and Meta edits and varies ads by default.
What does the Financial Services (Advertising) (Jersey) Order 2008 require?
The Order was made under the Financial Services (Jersey) Law 1998 on the JFSC's recommendation. The current consolidated version applies from 1 January 2019.
| Article | What it requires | On Facebook and Instagram |
|---|---|---|
| 3 | “If an advertisement is altered, the resulting advertisement is taken to be a new advertisement.” | Every edited or auto-generated variation needs the same checks and records. |
| 4 | A publisher is not an issuer if it did not devise or select the content. | An agency that writes and chooses the ads devises them, so treat responsibility as shared. |
| 5 | Name the issuer in every case, and the provider if different, with a postal or electronic address for the provider. | Firm name plus a web or email address in the ad itself, not only on the landing page. |
| 6 | Make clear it is a financial service advertisement; be “clear, fair and not misleading”; name the authority that authorised the provider; never claim JFSC approval. | A line such as “Regulated by the Jersey Financial Services Commission”, and no promises of returns. |
| 7 | Keep, for 10 years after the last issue: a copy, each occasion of issue, who approved its form, content and issue (with dates), and where and how it was disseminated. | Ads Manager history is not a 10-year archive. Export and keep your own record. |
| 9 | Do not issue an advertisement unsolicited to someone who has said they do not want financial service advertisements. | Exclude opted-out contacts from any customer list you upload to Meta. |
The JFSC's codes of practice add their own wording for each type of regulated business. The Investment Business Code of Practice, for example, requires disclosure in advertising material that the firm is regulated by the JFSC. Check the code that applies to your licence.
The checklist: a compliant Meta ad, step by step
Before you build
- Agree who approves each ad (form and content) and who approves its issue, and how you record both, with dates (Article 7).
- Decide the regulator statement and address line you will use in every ad (Articles 5 and 6).
- Remove anyone who has opted out of financial service advertising from customer lists before uploading them (Article 9).
- Decide whether the ads will reach anyone outside Jersey. UK targeting brings in UK rules (see below).
In each ad
- The firm's name, and the provider's if different.
- A web or email address.
- That it is a financial service advertisement, clear from the ad itself.
- “Regulated by the Jersey Financial Services Commission” (or the authority that authorised you), and nothing that implies the JFSC approved the ad.
- No performance promises, no “guaranteed” returns, no claims you could not evidence.
- The same details on the instant form's intro screen and on the landing page.
After it runs
- Switch off Advantage+ creative enhancements (automatic text variations, generated backgrounds, music and similar), so Meta cannot create versions nobody approved.
- Export each live ad (copy, creative, placements, dates live) at least monthly to the firm's own records, and keep them for 10 years after the last issue.
- Treat every edit as a new ad: approve it, record it, then publish it.
What do Meta's rules add?
- Special Ad Categories. Meta has a Financial products and services category (it replaced the old Credit category in January 2025). Declaring it limits targeting: ages fixed at 18 to 65+, no gender targeting, a minimum radius, limited detailed targeting and no lookalike audiences. It is mandatory for advertisers in or targeting the US and in some other regions; for a Jersey-only audience Meta may still apply it at review. On an island the targeting loss is small, because campaigns usually cover the whole island anyway.
- Financial and insurance products policy. Meta's Advertising Standards restrict financial products and require ads to follow local law. Advertisers promoting certain financial products to people in the UK must be verified as authorised by the UK Financial Conduct Authority.
- UK rules if you reach the UK. The FCA's guidance on financial promotions on social media (FG24/1) expects each promotion to be “standalone compliant”. A Jersey firm that is not FCA-authorised should keep financial promotions out of UK targeting unless an authorised firm approves them or an exemption applies. That is a question for your compliance team.
How we ran it for a Jersey wealth management firm
We ran Meta lead generation for a Jersey wealth management firm from 18 January to 12 May 2026, built around a single offer (a complimentary consultation) and a written definition of a qualified lead agreed before launch. It produced 116 qualified leads in the first five weeks at £4.35 per lead, and 200 qualified leads at a £6.33 blended cost per lead over the whole period (Meta Ads Manager). The full numbers are in the wealth management case study. The lesson for other firms: a compliant ad can still be a clear one. One offer, one next step, and the regulatory lines in place from the first draft.
For the organic side (LinkedIn, Facebook and Instagram posts), see social media for financial and professional services firms in Jersey, and for what we do for the sector, our page on marketing for financial services firms in Jersey.
Sources
Checked 9 November 2026: Financial Services (Advertising) (Jersey) Order 2008 (current version from 1 January 2019), Jersey Legal Information; JFSC, Investment Business Code of Practice; FCA, FG24/1 (March 2024); Meta Advertising Standards: financial and insurance products and services; Meta for Developers: Special Ad Categories.
Questions people ask
What must a Jersey financial services ad include?
Under the Financial Services (Advertising) (Jersey) Order 2008: the issuer’s name (and the provider’s, if different) with a postal or electronic address (Article 5); a clear indication that it is a financial service advertisement; content that is clear, fair and not misleading; the name of the authority that authorised the provider; and no claim that the JFSC approved it (Article 6).
How long must a Jersey firm keep records of its ads?
Ten years after the last date the advertisement was issued (Article 7): a copy, each occasion of issue, who approved its form, content and issue with the dates, and where and how it was disseminated. Ads Manager history is not a substitute, so export and keep your own record.
Does editing a Facebook ad create a new advertisement?
Under Article 3 of the Order, an altered advertisement is taken to be a new advertisement, so each edit needs the same approval and records. For the same reason, switch off Meta’s automatic creative enhancements so no unapproved variants run.
Do Jersey financial firms have to use Meta’s Special Ad Category?
Meta’s Financial products and services category is mandatory for advertisers in or targeting the US and some other regions. For a Jersey-only audience Meta may still apply it at review; on an island the targeting limits it brings cost little. Check in Ads Manager when you build, and with your compliance team. This is general information, not legal advice.
Related: Marketing for financial services firms in Jersey · See the results behind our numbers · Terms explained in the glossary