PDCOB 4.4 General principles applicable to communications: additional requirements for content to be balanced with appropriate warnings

1A firm must ensure that any communication it makes is balanced and contains appropriate risk warnings and, in particular:

1. (1)

   does not emphasise any potential benefits that may be available to customers without also giving a fair and prominent indication of any relevant risks or downsides;

2. (2)

   does not disguise, omit, diminish or obscure important items, statements or warnings; and

3. (3)

   ensures that any comparisons or contrasts are meaningful and are presented in a fair, balanced way.