Jargon Buster

The FCA regulates the financial services industry in the UK. Included n the FCA's remit is regulation of financial product marketing. The FCA have produced guidance on financial promotions in general, and also on social media. The guidance covers character limitations, the use of images, non-intended recipients and consumers forwarding or sharing communications. 

A type of business model that works by providing basic services, or a basic downloadable digital product, for free, whilst charging a premium price for advanced or special features.

The EU General Data Protection Regulation (GDPR) is the new legal framework governing the use of personal data across EU markets from 25 May 2018. it is implemented in UK law by the Data Protection Act 2018. See our GDPR Hub for more information. 

See term 'Millennials'

Geo-targeting is the method of determining the geolocation of a user and delivering different content based on his or her location.

System of satellites, computers and receivers that can determine the latitude and longitude of a person and therefore potentially provide more context and relevance for the content and messaging.

This set of standards was developed by the European Telecommunications Standards Institute (ETSI) and describes the protocols used in the second-generation of mobile devices, such as tablets. It has become the global standard for mobile communications. 

This is commercial marketing that uses an environmental theme to promote products, services, or corporate public images. While this can be rooted in generating genuine positive action, there can be a risk of greenwashing (see below) if claims aren’t backed up by real evidence. Sustainable marketing is a similar concept to green marketing, but focused on being both environmentally and socially sustainable.

Also referred to as ‘green sheen’, greenwashing is a form of advertising or marketing spin in which PR and marketing are used to persuade the public that an organisation's products, aims and policies are environmentally friendly when they’re not.