The Financial Conduct Authority (FCA) has launched a new £2 million nationwide advertising campaign encouraging people who believe they may have been mis-sold motor finance to make a complaint directly, rather than using a solicitor or claims management company (CMC).
The six-week campaign, which will run across television, radio, newspapers, billboards and social media, is designed to reassure consumers that they can pursue a complaint themselves, free of charge. It follows a similar campaign launched by the FCA in September 2025, highlighting the regulator's continued focus on ensuring consumers understand their options.
Why is the FCA running this campaign?
According to research commissioned by the FCA, many consumers remain unsure about how to make a motor finance complaint.
A recent survey of 1,000 people who currently have, or have previously had, a motor finance agreement found that:
- Nearly 60% have already made, or are considering making, a claim.
- 23% are still unsure about the options available to them.
- More than one in four (27%) lack the confidence to make a complaint without professional representation.
To help address this, the FCA has created a free complaint template and online guidance, aiming to make the process as straightforward as possible.
Sheree Howard, Executive Director at the FCA, explained:
"Many people who may be owed compensation aren't sure where to start or don't realise they don't have to pay someone to make a complaint."
A nationwide awareness campaign
The campaign is expected to reach millions of people through a wide range of media, including:
- Television and video-on-demand services.
- National radio stations.
- Newspapers and magazines.
- Outdoor advertising.
- Social media platforms including Facebook, Instagram and TikTok.
The FCA hopes this extensive campaign will encourage more consumers to understand their rights and feel confident making complaints directly to their finance provider where appropriate.
Continued scrutiny of claims advertising
Alongside the advertising campaign, the FCA continues to monitor the way motor finance claims are promoted.
The regulator has recently identified a further 170 potentially misleading advertisements linked to motor finance claims. These findings have led to investigations by the Advertising Standards Authority into a number of law firms and claims management companies.
The FCA has made it clear that consumers should receive balanced, accurate information when deciding whether and how to pursue a claim.
What are solicitors saying?
While the FCA is encouraging consumers to make complaints directly to their lender, many claimant solicitors have emphasised that there is still an important role for independent legal advice in appropriate cases.
Many firms have pointed out that motor finance claims are becoming increasingly complex, particularly following the Supreme Court's judgment and the ongoing legal challenges to the FCA's proposed redress scheme. They argue that while some consumers may be able to pursue straightforward complaints themselves, others may require legal advice to understand whether they have a viable claim, particularly where issues such as undisclosed commission, limitation, or court proceedings arise.
There has also been concern within the legal profession that the FCA's "Claim Confident" campaign could unintentionally give consumers the impression that every motor finance claim is straightforward. Solicitors have stressed that the legal landscape remains uncertain while the Upper Tribunal considers challenges to the FCA's compensation scheme, meaning some claims may ultimately need to be resolved through the courts rather than the proposed industry-wide redress scheme.
At the same time, regulators have reminded law firms and claims management companies that they must market their services responsibly, provide clear information about fees, and ensure consumers understand all of their options before deciding whether to seek professional representation. The Solicitors Regulation Authority has recently issued guidance setting out its expectations of firms handling motor finance claims and continues to work alongside the FCA to improve standards across the sector.
What happens next?
While interest in motor finance claims continues to grow, the FCA's proposed redress scheme remains on hold pending proceedings before the Upper Tribunal.
Many legal commentators believe this delay could result in an increasing number of claims progressing through the courts while the wider redress framework is being resolved.
What does this mean for consumers?
The FCA's latest campaign is an important reminder that consumers have a choice. Those who believe they have been affected by motor finance mis-selling can submit a complaint directly to their lender without paying legal or claims management fees.
However, every case is different. While many straightforward complaints can be made without professional assistance, some claims involve more complex legal or factual issues where independent legal advice may still be beneficial.
As the motor finance landscape continues to evolve, consumers should stay informed, understand the options available to them, and choose the approach that best suits their individual circumstances.
