TikTok labelled as most problematic source for financial advice

More than 70% of financial advice consumed by young adults is misleading

Isabel Baxter
clock • 2 min read

TikTok has emerged as the most problematic source for financial advice, a study by Social Capital Markets has revealed.

The study found that as a platform, 91% of TikTok videos lack disclaimers and 70% encourage stock purchases. It stated that TikTok's short, fast-paced nature makes it a "breeding ground for viral financial advice that's often boiled down to quick tips rather than well-rounded insights". TikTok also implied guaranteed returns the most out of the platform analysed (65%) and encouraging viewers to invest specific portions of their income (50%). "This could be risky for novice investors, especially Gen- Zers, who may still grapple with student loans and low starting salaries," the stud...

To continue reading this article...

Join Professional Adviser for free

  • Unlimited access to real-time news, industry insights and market intelligence
  • Stay ahead of the curve with spotlights on emerging trends and technologies
  • Receive breaking news stories straight to your inbox in the daily newsletters
  • Make smart business decisions with the latest developments in regulation, investing retirement and protection
  • Members-only access to the editor’s weekly Friday commentary
  • Be the first to hear about our events and awards programmes

Join

 

Already a Professional Adviser member?

Login

More on Your profession

Feel Good Friday: Wise Investment employee takes on the Great Wall of China for charity

Feel Good Friday: Wise Investment employee takes on the Great Wall of China for charity

Raising funds for Katherine House Hospice

Professional Adviser
clock 13 March 2026 • 1 min read
Directly authorised numbers fall as networks continue to attract advisers

Directly authorised numbers fall as networks continue to attract advisers

‘The DA market is shrinking’

Isabel Baxter
clock 12 March 2026 • 3 min read
Almost half of clients report increase in advice fees

Almost half of clients report increase in advice fees

One of five advisers plan to increase initial fees in next 12 months

Isabel Baxter
clock 12 March 2026 • 2 min read