Scam Watch - Protect yourself from scams

Almost all firms offering financial services in the UK must be authorised by FCA (Financial Conduct Authority). Check FCA list to find out if a firm or individual is unauthorised.
Don't assume a firm is legitimate just because it doesn't appear on this list. Firms frequently change their names and it may not have been reported to us yet.

You should only deal with financial services firms that have been authorised by FCA.
If you deal with an unauthorised firm, you will not be covered by the Financial Ombudsman Service or Financial Services Compensation Scheme (FSCS) if things go wrong.

Beware of fraudsters pretending to be from firms authorised by FCA, as they could be 'clone firms'. If you're cold-called by a financial services firm, always ring them back on the number given on the FS Register.

  • Never pay in advance for the promise of a loan
  • Never give out personal information if you cannot verify the identity of the person or company contacting you
  • Never send money to a person or company if you don't recall taking a loan from them

Loan fee fraud

Have you been asked to pay an upfront fee when applying for a loan or credit? Find out why this may be a scam and how to protect yourself.
FCA are receiving a growing number of reports from consumers who have been asked to pay a fee - usually between £25 and £450 - for a loan or credit that they then never receive.
This is a scam known as 'loan fee fraud' or 'advance fee fraud'.

Spot the warning signs of loan fee fraud:

  • You may have made several loan applications online and then been contacted out of the blue by text, email or phone and offered a loan.
  • You may be asked to make an upfront payment into a bank account, or transfer money via an unusual method, for example Western Union or iTunes vouchers.
  • The scammers may claim that the fee is refundable and will be used as a deposit, administrative fee, insurance or because of bad credit history.
  • You may be put under pressure to pay the fee quickly.
  • Once the first payment has been made, the scammer might contact you again to ask for more payments before they can give you the loan.
  • Even though you make the payments, you never receive the loan.

Protect yourself from scams

There are some general things we should all do to avoid scams:

  • Treat all unexpected calls, emails and text messages with caution. Don't assume they're genuine, even if the person seems to know some basic information about you.
  • Do not be pressured into acting quickly. A genuine bank or financial services firm won't mind waiting if you want time to think.
  • Never give out your bank account or credit card details unless you are certain who you are dealing with.
  • If you are buying a financial product such as a loan, insurance, investment or pension, only deal with a FCA-authorised firm - check FCA Register to see if the firm is registered. Always access the Register from FCA website, rather than through links in emails or on a firm's website (it might be part of the scam).
  • Double-check the URL and contact details of a firm in case it's a 'clone firm' pretending to be a real firm, such as your bank or a genuine investment firm.
  • Check the list of unauthorised firms and individuals FCA have received complaints about. If the firm isn't on that list, don't assume it's legitimate - it may not have been reported to FCA yet.
  • Check your bank account and credit card statements regularly.
For more advice on the basic steps everyone should take to avoid scams, check out:
If you suspect that a clone firm or any other unauthorized firm have contacted you and tried to obtain personal details please contact the Financial Conduct Authority consumer helpline at 0800 111 6768 if you have any questions please email us at customerservice@advfinance.uk.



WARNING: SCAM ALERT

Please be aware that fraudsters are sending scam email using our FCA authorised firm and our office address to try to convince people to give them personal details and upfront fees to obtain loan deals.

YOU MUST NOT MAKE ANY PAYMENT or share your personal details.

ADV FINANCE LTD t/a iconicday.co.uk is a credit broker and not a lender. Our service is entirely free of charge.
We do not charge you fees or insurance costs for the services provided and we do not require any credit/debit card details to all our clients. Any request for payment in our name is a scam, please do not pay it.

If you suspect that a clone firm or any other unauthorized firm have contacted you and tried to obtain personal details please contact the Financial Conduct Authority consumer helpline at 0800 111 6768 if you have any questions please email us at customerservice@advfinance.uk

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49.9% APR Representative (Fixed)

Representative example: Amount of credit: £1200 for 18 months at £90.46 per month. Total amount repayable of £1628.28 Interest: £428.28. Interest rate: 49.9% pa (variable). APR rates range from 45.3% APR to 1575% Max APR. The rate is subject to change and the representative APR may not be the rate you'll receive. The rate you pay depends on your circumstances and loan amount, and may differ from the Representative APR.

Warning: Late repayment can cause you serious money problems. For help go to moneyhelper.org.uk

We want you to be sure this loan is right for you. So before you carry on, please only apply for a loan if you are confident that you are able to make the repayments on your due date and still manage your other outgoings. Missing repayments may have a negative effect on your credit rating and make it more difficult for you to obtain credit in the future.
IF YOU ARE THINKING OF CONSOLIDATING EXISTING BORROWING YOU SHOULD BE AWARE THAT YOU MAY BE EXTENDING THE TERMS OF THE DEBT AND INCREASING THE TOTAL AMOUNT YOU REPAY. A PAYDAY LOAN OFFERS A SHORT TERM FINANCIAL SOLUTION AND SHOULD NOT BE USED AS A LONG TERM SOLUTION.

APR rates range from 45.3% APR to 1575% Max APR. The rate is subject to change and the representative APR may not be the rate you'll receive. The rate you pay depends on your circumstances and loan amount, and may differ from the Representative APR.

49.9% APR Representative (Fixed)
Representative example: Amount of credit: £1200 for 18 months at £90.46 per month. Total amount repayable of £1628.28 Interest: £428.28. Interest rate: 49.9% pa (variable). APR rates range from 45.3% APR to 1575% Max APR. The rate is subject to change and the representative APR may not be the rate you'll receive. The rate you pay depends on your circumstances and loan amount, and may differ from the Representative APR.

Warning: Late repayment can cause you serious money problems. For help go to moneyhelper.org.uk

Short-term loans should only be used for short-term financial needs and are not appropriate for long-term borrowing, or if you are in financial difficulty. All loan applications are subject to creditworthiness and affordability assessments. Taking out a loan involves serious obligations and you should ensure that the loans provided by our lenders are suitable for you before you apply, for more information on these loans please see our FAQ page.

*Your lender can initiate the transfer of funds into your account the same day after final approval of your loan subject to an assessment of affordability and creditworthiness. The time that it takes for cash to appear in your account will depend on your bank's policies and procedures.
**As a broker we will never ask for any fee, however, that you may be referred to a lender or a broker who charges a fee so you should check with them carefully. Please note that the lender or broker we direct you to may not offer the cheapest loan compared to the open market.

The information contained within this website is subject to the UK regulatory regime and is therefore targeted at consumers based in the UK only. This site is available to UK Residents only aged 18 years and over.

IF YOU ARE THINKING OF CONSOLIDATING EXISTING BORROWING YOU SHOULD BE AWARE THAT YOU MAY BE EXTENDING THE TERMS OF THE DEBT AND INCREASING THE TOTAL AMOUNT YOU REPAY. A SHORT TERM LOAN OFFERS A ONLY A SHORT TERM FINANCIAL SOLUTION AND SHOULD NOT BE USED AS A LONG TERM SOLUTION.
IF YOU SECURE A FINANCE OPTION AGAINST YOUR HOME OR MOTOR VEHICLE, YOUR HOME OR MOTOR VEHICLE MAY BE REPOSSESSED IF YOU DO NOT MAINTAIN YOUR REPAYMENTS. THINK CAREFULLY BEFORE SECURING OTHER DEBTS AGAINST YOUR HOME.

IconicDay is a trading name of ADV FINANCE LTD and is not a lender but is a licensed credit broker, which introduces borrowers and lenders for the purposes of entering into loan agreements. Loan terms, conditions and policies vary by lender and applicant qualifications. Late or missed loan payments may be subject to increased fees and interest rates. ADV FINANCE LTD is registered in England and Wales and is registered with company number 09830846 and has its trading address at Bank Chambers, St. Petersgate, Stockport, SK1 1AR, United Kingdom and its registered at Bank Chambers, St. Petersgate, Stockport, SK1 1AR, United Kingdom.

For any communication with our business please click here or write to us at ADV FINANCE LTD t/a IconicDay, Bank Chambers, St. Petersgate, Stockport, SK1 1AR, United Kingdom. ADV FINANCE LTD is authorised and regulated by the Financial Conduct Authority with full permission number 726319 and with the Information Commissioner's Office with registered number ZA183838

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