What was once a space dominated by brand updates and product launches has transformed into something far more dynamic and far more closely watched by regulators, customers and firms alike. 1. The year compliance came to social media Perhaps the most significant shift came with the FCA’s updated guidance on financial promotions via social media, published in March 2024. The regulator made it clear: the same rules that apply to traditional advertising now apply to Reels, TikToks, and memes.