FCA survey finds young investors miss the pressure tactics used to sell investments

The UK Financial Conduct Authority published survey results on October 30, 2026, suggesting that young investors are far better at spotting pressure tactics in horror films than when the same tactics are used to sell an investment.

What the survey found

The FCA surveyed UK 18 to 40-year-olds who own investments or are considering them. When shown “this is your only chance” as a horror-film warning sign, 65% recognized it. But faced with a “last chance to buy” investment opportunity, only 36% said it would make them more cautious, while 37% said they would feel pressure to buy quickly or risk missing out.

The pattern held for other tactics:

• Countdowns. 59% recognized a ticking clock as a device to make characters act rashly, but just 5% said they would be suspicious of the pressure created by a rising investment price graph.
• Novelty. 47% knew that horror sequels bring back old threats in new disguises, yet only 12% were as skeptical of a “groundbreaking new” investment product, and 1 in 10 said being new would make them more likely to invest.
• Peer pressure. 80% recognized “trust me, it’s fine, everyone’s doing it” as a warning sign in a horror scenario, but 29% said excitement from friends or group chats about an investment would reassure them or make them trust it rather than doing their own research.

Lucy Castledine, the FCA’s director of consumer investments, said hype, urgency and fear of missing out can all influence how people invest, and urged people to do their research before acting on an opportunity.

Who was asked

Attest ran the survey for the FCA on October 9, 2026, with 666 respondents. Around half hold a stocks and shares ISA, 1 in 4 own cryptocurrency and nearly 1 in 10 own NFTs.

What it means for traders

The FCA points investors to its InvestSmart campaign and its Hype Type Revealer tool. It says initial testing of the tool with more than 600 retail investors reduced high-risk investment decisions by 34.9%, an effect still seen 7 days later. Before you act on any tip, check that the firm behind it is authorized: our guide on how to check a broker’s licence shows how.