What kind of behavior does the FCA regard as 'unethical'?

The FCA considers providing misleading information to consumers as 'unethical' because it fundamentally undermines trust and integrity in financial markets. Misleading information can lead consumers to make decisions based on false premises, exposing them to financial harm and eroding their confidence in the financial system. The FCA's mandate includes ensuring that consumers are treated fairly and have access to accurate information that enables them to make informed decisions. Upholding high ethical standards in communication not only protects consumers but also contributes to the overall stability and reputation of the financial services industry.

In contrast, the other behaviors mentioned—strict adherence to industry standards, transparent communication, and offering competitive financial products—are all aligned with ethical practices and regulatory expectations. These practices promote fair competition, accountability, and responsible engagement with consumers, which are fundamental principles encouraged by the FCA.