Sofa is promoting its Find an Adviser online search facility for consumers with its first national advertising campaign.
It will be running ads in the national press over the next 12 months.
The campaign also aims to explain to consumers how Find an Adviser differs from other search facilities for IFAs, such as those from IFA Promotion, Aifa and the LIA, by pushing the fact that all of Sofa's 1,100 advisers on the service have passed the Advanced Financial Planning Certificate exam.
Consumers can log on at www.sofa.org and search by postcode, town, adviser name and area of specialism.
The ad campaign, by Egg Design and Marketing, also aims to tell the public that Sofa members are highly qualified IFAs who are committed to professionalism and technical expertise and are dedicated to providing a high quality of service to all their clients.
A Sofa spokesman says: “Consumers need to know they can contact advisers who adhere to such high standards and are well qualified to offer impartial advice.”