Related provisions for PERG 8.4.19
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The FCA considers that it is appropriate to apply an objective test to decide whether a communication is an invitation or an inducement. In the FCA's view, the essential elements of an invitation or an inducement under section 21 are that it must both have the purpose or intent of leading a person to engage in investment activity or to engage in claims management activity,8 and be promotional in nature. So it must seek, on its face, to persuade or incite the recipient to engage
An inducement may often be followed by an invitation or vice versa (in which case both communications will be subject to the restriction in section 21 of the Act). An inducement may be described as a link in a chain where the chain is intended to lead ultimately to an agreement to engage in investment activity or to engage in claims management activity8. But this does not mean that all the links in the chain will be an inducement or that every inducement will be one to engage
Such advertisements are almost invariably intended to create awareness, hopefully generating future business. So they may or may not be inducements. This depends on the extent to which their contents seek to persuade or incite persons to contact the advertiser for details of its services or to do business with it. Merely stating past achievements with no contact details will not be enough to make such an advertisement an inducement. Providing contact details may give the advertisement
These are the Internet equivalent to an advertisement in a newspaper and are almost bound to be inducements. So whether they are inducements to engage in investment activity or to engage in claims management activity8 will depend upon their contents as with any other form of advertising and the comments in PERG 8.4.11 G will be relevant.
These will be advertisements that contain encouragement to contact the advertiser. They are likely to be inducements to do business with him or to get more information from him. If so, they will be inducements to engage in investment activity or to engage in claims management activity8 if they seek to persuade or incite persons to buy or sell investments or to get investment services or services which constitute a controlled claims management activity8. See PERG 8.4.7 G for more