Right, let’s talk about something that’s been bubbling away in the background… and honestly, it might change everything about how you reach clients. ChatGPT ads are coming. Probably in the first half of 2026.
I know, I know. You’re thinking “great, another advertising platform to learn.” But listen up, because this one’s different. Really different.
Why This Actually Matters for Your Finance Practice
The thing about ChatGPT users that makes this so interesting for accountants, financial advisers, and mortgage brokers is that they’re not scrolling mindlessly—only about 4% of ChatGPT’s 500 million weekly users actually pay for the service, which means the other 96% could be exposed to ads.
Think about what someone types into ChatGPT. “How do I save for retirement while managing business expenses?” or “What’s the best way to structure my limited company for tax efficiency?” These aren’t casual queries. These are people actively looking for financial solutions.
Compare that to someone scrolling through Facebook at 11pm, half-watching Netflix. Which person do you want to reach?
OpenAI is forecasting a billion dollars in new revenue from “free user monetisation” in 2026, growing to nearly £25 billion by 2029. They’re not building this for fun. They’re creating what could become one of the most powerful advertising platforms since Google launched AdWords.
What Could ChatGPT Ads Actually Look Like?
Nobody knows for certain yet (OpenAI’s keeping their cards close), but we can make some educated guesses based on what we’re seeing elsewhere.
Sponsored Responses: Picture this. Someone asks “Should I use an accountant or DIY accounting software for my small business?” Your firm could appear as a sponsored recommendation within ChatGPT’s answer. Not a banner ad. Not a pop-up. A natural part of the conversation.
Contextual Mentions: The platform might integrate ads as helpful recommendations during conversations, like showing a sponsored mention when someone asks about CRM tools for startups. For you, that could mean appearing when someone discusses mortgage options or pension planning in London.
Intent-Based Targeting: Here’s where it gets really interesting. Instead of bidding on keywords, advertisers might target intents, conversational flows, or micro-moment engagement. You wouldn’t just target “financial adviser Manchester”—you’d target entire conversations about retirement planning for business owners.
The Regulatory Elephant in the Room
Now… before you get too excited (or start panicking about yet another compliance headache), let’s talk about the FCA.
Because this is where things get properly complicated for us in financial services.
Under Section 21 of the Financial Services and Markets Act 2000, you cannot communicate an invitation or inducement to engage in investment activity unless you’re authorised, or the content is approved by someone who is. And yes, ChatGPT ads would absolutely fall under this.
The FCA’s already been crystal clear about financial promotions on digital platforms. They expect promotions to be “standalone compliant”, meaning each communication must comply with FCA rules when considered individually.
What does this mean practically? Well…
Your ChatGPT ad can’t say “Great returns guaranteed!” or “Everyone should invest in this pension.” The FCA requires that financial promotions provide a balanced impression, mention relevant risks when promoting potential benefits, and use clear language that consumers can understand.
And here’s the bit that might give you a headache: For high-risk investments, prescribed risk warnings must be displayed for the duration of the financial promotion. In a conversational AI interface it’s going to be challenging to implement consistently.
Could ChatGPT Ads Actually Work Within UK Regulations?
Honestly? It’s going to be tricky.
The issue is that the FCA questions whether some financial products with complex features and risks can even be appropriately communicated on platforms with character limits or other restrictions. If the regulator’s already cautious about X, imagine their view on AI-generated responses.
But (and this is important)… it’s not impossible.
You’d need to:
- Ensure every ad is pre-approved through your compliance process
- Include all required risk warnings within the AI response itself
- Make certain that balanced information appears, not just the attractive bits
- Keep detailed records of exactly what was displayed to whom
- Possibly adjust targeting to exclude vulnerable consumers
The FCA and the Advertising Standards Authority have overlapping responsibilities here, with the FCA leading on technical compliance whilst the ASA covers non-technical claims. So you’d need to satisfy both.
What Smart Finance Professionals Should Do Now
Even if ChatGPT ads don’t launch until next year, you can start preparing. And some of this will help your business regardless.
Build Your Authority Content: Start creating comprehensive blogs and guides that answer the questions your ideal clients actually ask. “Complete guide to pension consolidation for UK contractors” or “Tax planning for London property investors.” The better your content, the more likely ChatGPT will reference your expertise, paid or not.
Document Common Questions: Understanding the precise queries your audience asks is crucial. Use your client support logs, your initial consultation notes, even your Google Analytics data. What are people really asking about? These will become your targeting parameters.
Get Your Compliance House in Order: All financial promotional materials must be clear, fair, and not misleading, with the aim of providing consumers with balanced information to enable informed decisions. If your current marketing materials wouldn’t pass FCA scrutiny, fix that now. Because ChatGPT ads will require the same standards, possibly higher.
Consider Your Geographic Focus: Whether you’re serving clients in Birmingham, Edinburgh, or across the South East, location-specific content matters. ChatGPT could potentially target based on where users are located or what they’re asking about.
Test Conversational Marketing: Try implementing a chatbot on your website or experiment with messaging on other platforms. Get comfortable with AI-style interactions before ChatGPT ads arrive. It’s different from traditional advertising copy.
The Big Question: Should You Even Bother?
Look, I’m not going to pretend this will revolutionise every finance practice overnight.
If you’re a mortgage broker working primarily through referrals and local networking in your town, ChatGPT ads might not be your priority. If you’re an IFA with a niche in a specific type of client and your pipeline’s already full, maybe you can wait and see.
But here’s what I reckon…
OpenAI is actively building ad-buying infrastructure with 700 million weekly users (as of August 2025), and they’re hiring people specifically to “bring ads to ChatGPT”. This isn’t a maybe. It’s a when.
And just like Google Ads in the early 2000s, the firms who figure this out early, within regulatory constraints, doing it properly, might just gain an advantage that lasts for years.
The intent is there. The scale is massive. The regulatory framework is… well, it’s the same framework you’re already working within, just applied to a new channel.
Final Thoughts (Because This Got Long, Didn’t It?)
I’ll be honest with you. When I first heard about ChatGPT potentially running ads, my immediate thought was “oh brilliant, another thing to learn.”
But the more I’ve researched this, the more I think it could genuinely help finance professionals reach people at exactly the right moment. When they’re actively seeking solutions. When they’re ready to make decisions.
Yes, the FCA compliance will be challenging. Yes, it’ll require careful planning and proper governance. And yes, you absolutely should not jump in without thinking it through.
But if you can navigate the regulatory requirements (and let’s face it, you’re already doing that every day), this could become one of the most effective ways to reach potential clients in London, Manchester, across the UK, or wherever your target market sits.
The firms who start building authority, creating compliant promotional strategies, understanding conversational marketing are the ones who’ll be ready when this launches.
And the firms who ignore it? Well… they might find themselves scrambling to catch up in 2026.
Frequently Asked Questions
When will ChatGPT actually start showing ads?
Internal OpenAI documents suggest they’re forecasting revenue from “free user monetisation” starting in 2026, though no official launch date has been confirmed. OpenAI is reportedly building toward a 2026 launch of native advertising.
Will my financial promotions on ChatGPT need FCA approval?
Absolutely, yes. All financial promotional materials must comply with COBS 4 rules and be clear, fair, and not misleading. You’ll need to ensure every ad goes through your normal financial promotions approval process, just as you would for any other marketing channel.
Can I target specific locations like London or Manchester?
We don’t know the exact targeting capabilities yet, but AI platforms can potentially deliver hyper-relevant targeting based on conversational history whilst maintaining privacy. Geographic targeting would be logical, but specific capabilities haven’t been confirmed.
How much will ChatGPT advertising cost?
Pricing structures haven’t been announced. Early adopters of new platforms typically see lower ad costs due to light initial competition, similar to how Google Ads and Facebook ads were more affordable in their early days. Expect familiar models like cost-per-click or cost-per-engagement.
Should I shift budget from Google Ads to ChatGPT Ads when it launches?
Not immediately. Wait for the platform to launch, establish performance benchmarks, and prove itself. Start with small test budgets alongside your existing channels rather than making dramatic shifts. The advertising model remains unproven, and user behaviour could be hit with ads rather than paying with money.
About the Author
I’m a content and copywriter specialising in finance and professional services businesses, with 23 years of experience in the finance sector including 18 years at GSK plc. I help finance professionals—accountants, financial advisers, and mortgage brokers across the UK—translate complex financial concepts into accessible content that actually connects with their ideal clients.
Whether you’re based in London, serving clients across the South East, or working with businesses throughout England, Scotland, and Wales, I can help you understand and use emerging marketing channels whilst staying compliant with FCA regulations. Get in touch if you’d like to discuss how to prepare your practice for the changing digital landscape.