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Battle of the brands over FSA logo

Concern were voiced at a Money Marketing round table that the FSA logo on key fact documentation is overpowering product providers’ branding and could mislead consumers.

IFA Kim North said: “Providers’ own brands are being overpowered by the FSA logo on the key fact documentation. A client takes the document and if a problem arises at a later date, their first contact will be not their IFA nor the provider but the FSA.

“The responsibility lies with the provider to explain clearly the role of the FSA, and how they work together. The adviser needs to have enough information to make the sale.”

But Legal & General intermediary marketing director Karen Blatchford said: “We conducted research with consumers about the FSA logo being on the paperwork and it makes no difference in influencing their decision. Consumers do not even know what the FSA is -they think it is the Food Standards Authority.”

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