FCA and M+C Saatchi Group UK Encourage Financial Consumers to Check if it's Real Before Sealing The Deal in New Campaign

Jan. 20, 2026

The Financial Conduct Authority (FCA) has launched "Check if it’s real, before you seal the deal", a major new multichannel campaign created with M+C Saatchi Group UK to promote its new Firm Checker tool and help consumers make safer financial decisions.

The push is designed to position the FCA as the official place to go when consumers are making financial decisions, putting the brand front of mind at moments of investment, or borrowing. At the same time, it establishes the FCA Firm Checker as a vital product, encouraging consumers to use it as a default action to check whether a firm is authorised before committing any money.

While many people believe they are “doing their research” before making financial decisions, what counts as research varies considerably. With large volumes of unsolicited advice online, it can be difficult for consumers to know who or what to trust. The campaign positions the FCA as the official place to go when making financial decisions, and promotes using the Firm Checker tool as a default action.

At the centre of the campaign is the new face of the FCA Firm Checker, Emil the Seal. Emil is not a mascot, but a visual reminder to stop and check whether a financial firm is real and legitimate before sealing any deal. His flipper acts as a literal wake-up call, interrupting moments where people are about to make risky financial decisions.

A hero film, directed by Thomas Ormonde at ProdCo, follows Emil as he appears in everyday situations where people are moments away from making financial decisions. By abruptly interrupting these moments, the film brings the Firm Checker to the fore, using Emil’s physical presence to reinforce the importance of stopping, checking and verifying firms before committing any money.

The campaign is supported by a bespoke music track designed to build tension, combining eerie and romantic tones.

Emil appears across all FCA Firm Checker communications, from social videos and radio ads to PR activations, ensuring instant recognition and association with the new tool.

The seal itself is an animatronic build, which was designed, sculpted and engineered as a physical creation rather than using CGI. Standing seven feet tall, it is made from fibreglass and rubber.

The launch of the FCA’s consumer-friendly financial tool evolves the organisation’s focus from general scam awareness messaging to actively driving consumers to use a practical checking tool when investing or borrowing.

The campaign is running across TV, VOD, OLV, social video, radio and PR channels in the UK. Media planning and buying is handled by MGOMD.

Miten Patel, Head of Campaigns and Events at the FCA, said: 

“This campaign introduces the FCA Firm Checker as a vital tool for consumers at the moments they are making important financial decisions. Too often, people believe they are doing their research but may not be checking whether a firm is real and authorised. By encouraging people to check before they invest or borrow, the campaign helps put the FCA front of mind and supports consumers to make safer, more informed financial decisions.”

 

Jo Bacon, Group CEO, M+C Saatchi Group UK, said:

“Cultural Power is about understanding real human behaviour and using creativity to shift it for good. This campaign does exactly that. It tackles a very real societal challenge by meeting people in everyday moments, cutting through confusion, and giving them a simple, practical action that can genuinely protect them. That is where creativity earns its place in society.”

 

Guy Bradbury, Creative Partner at M+C Saatchi UK, said:

“Scams impact people across the UK every single day — so this campaign needed real impact. Quite literally. So, what better way to give people a wake-up call than a seven-foot seal, showing up to remind people to check if a company is real, before they seal the deal? All with the help of the new Firm Checker.”