DMP providers – advertising rules
Strict advertising rules were introduced in 2010.
DMP providers are breaking the rules if:
- They advertise themselves as free but
- They actually charge fees
A typical plan from a fee-charging DMP provider could cost around £5,000.
DMP providers must follow rules and guidelines set by the Financial Conduct Authority.
The advertising code states that:
1. If the client will pay anything other than unavoidable charges like:
- Response costs
- Delivery costs
Then companies cannot call themselves:
- "Free"
- "Without charge"
- Or similar
2. Financial products must be shown in a way that:
- Is easily understood
- Does not take advantage of inexperience
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