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Winners and losers as IFAs assess the press

More than three-quarters of IFAs believe The Financial Times gives fair coverage to the financial services industry, according to the Money Marketing/Virgin One State of the IFA Nation poll.

The survey sought the views of 280 advisers in December, with 76 per cent saying they think the FT represents their industry in a just way.

However, only 45 per cent say the Daily Telegraph gives financial services even-handed coverage and just 27 per cent believe The Times takes a fair line.

The Independent is said to be unjust by 15 per cent while The Guardian had the backing of only 9 per cent.

Among the Sunday newspapers, 36 per cent of IFAs say that The Sunday Times gives fair coverage, slightly higher than the Sunday Telegraph at 33 per cent.

Only 9 per cent believe The Observer portrays financial services in a balanced manner while just 5 per cent back the Sunday Express&#39 coverage.

Tabloid newspapers are held in even lower esteem, with only the Daily Mail (24 per cent) scoring more than a 10 per cent approval rating from IFAs.

Six per cent say the Daily Express is fair and only 3 per cent give the thumbs-up to the Mirror and just 2 per cent to the Sun.

In Scotland, The Herald

(3 per cent) and The Scotsman (2 per cent) are not regarded by IFAs as treating financial services fairly, scoring less than digital television (7 per cent).

The BBC – Panorama exemp- ted – only scored a fairness rating of 13 per cent. As a result, 94 per cent of IFAs say they want fin-

ancial journalists to be regulated.

Most (86 per cent) bel-ieve the FSA should regulate reporters while 5 per cent want a different body to perform the role.

Nine per cent would like to see a voluntary code for journalists to be introduced.

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