On 24 February 2026, the Financial Conduct Authority (FCA) published a new webpage on the Consumer Duty, outlining the cross-cutting rules which explain how firms should act to deliver good outcomes, as well as the outcomes which the FCA expects firms to deliver.

Overview

The Consumer Duty sets the standard of care that firms should give to retail customers. This moves beyond compliance checklists and focusses on embedding fairness, transparency and customer-centricity into every interaction.

Cross-cutting rules

There are three cross-cutting rules which explain how firms should act to deliver good outcomes:

  • Act in good faith towards customers, treating them honestly and fairly.
  • Avoid causing foreseeable harm, identifying and mitigating risks before they materialize.
  • Enable and support customers to pursue their financial objectives, providing clear information and effective support.

Outcomes

The FCA has outlined four outcomes which firms should be able to achieve by following the cross-cutting rules. The key outcomes include:

  • The governance of products and services – firms must ensure that products and services sold to consumers meet their needs and objectives. Firms are expected to clearly define their target market, making sure products are suitable for that market, and monitoring those products regularly to confirm they still meet customer needs.
  • Price and value – firms must ensure that they offer fair value, meaning that the price is reasonable relative to overall benefits of the product or service. The FCA expects firms to actively avoid hidden costs or poor value propositions. Regularly reviewing pricing and fees alongside benefits, limitations and non-financial costs helps to assess fairness and identify any issues earlier.
  • Consumer understanding – firms must ensure that the information they provide to consumers is clear, timely and accessible. The FCA indicates that should support their customers by giving them the information they need, at the right time, and presented in a way they can understand. This involves tailoring communications to their customer’s level of financial literacy.
  • Consumer support – firms should provide a level of support that meets customers’ needs throughout their relationship with the firm. This should enable customers to realise the benefits of the products and services they buy, and support them in pursuing their financial objectives. The FCA expects firms to provide ongoing customer service and avoid barriers to switching, cancelling, or getting help.