Lawyers have called for tougher regulation of social media “finfluencers” — online personalities who promote financial products and services, often illegally — to ensure cross-border reach and cooperation. But they expect little progress in 2026. Many finfluencers operate abroad. They are subject to FCA rules on advertising when they sell to UK consumers, but they will get away with unauthorised activity because it is often impractical and too expensive for the regulator to pursue them across borders, according to lawyers.
“Finfluencers will continue to be a priority for the FCA in 2026,” Kate Gee, partner at Signature Litigation LLP, said.
The FCA has adopted the tactic of prosecuting a few high-profile finfluencers as a deterrent, but court hearings have been delayed until 2027.
“In practice, the volume of finfluencers, the speed at which new content is posted and the fact that many operate across borders makes it challenging for the authorities to keep pace,” Gee warned.