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

Why advisers and clients could benefit from overcoming philanthropy 'reluctance'

Why advisers and clients could benefit from overcoming philanthropy 'reluctance'

‘It is still a financial decision that deserves professional advice’

Sophia Panayi
clock 02 November 2026 • 5 min read
News editor's view: The devil in the Budget detail

News editor's view: The devil in the Budget detail

The news editor's Friday Night Takeaway from 30 October

Isabel Baxter
clock 30 October 2026 • 2 min read
What's spooking financial advisers this Halloween?

What's spooking financial advisers this Halloween?

Experts share what's keeping the profession awake this spooky season

Professional Adviser
clock 30 October 2026 • 4 min read