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Regras de Marketing

As instruções e exemplos a seguir foram elaborados para ajudar a compreender os requisitos regulamentares para Promoções Financeiras para a promoção da marca Admirals, que são usados interna e externamente.

1. Basic requirements for all Financial Promotions

Investment firms shall ensure that the information they address to, or disseminate in such a way that it is likely to be received by, retail or professional clients or potential retail or professional clients, including marketing communications, satisfies the following conditions:

1.1 The information includes the name of the investment firm;

1.2 The information is accurate and always gives a fair and prominent indication of any relevant risks when referencing any potential benefits of an investment service or financial instrument;

1.3 The information uses a font size in the indication of relevant risks that is at least equal to the predominant font size used throughout the information provided, as well as a layout ensuring such indication is prominent;

1.4 The information is sufficient for, and presented in a way that is likely to be understood by, the average member of the group to whom it is directed, or by whom it is likely to be received;

1.5 The information does not disguise, diminish or obscure important items, statements or warnings;

1.6 The information is consistently presented in the same language throughout all forms of information and marketing materials that are provided to each client, unless the client has accepted to receive information in more than one language;

1.7 The information is up-to-date and relevant to the means of communication used;

1.8 The information must include not only the example of a positive outcome but also an example of a negative outcome.

1.9 The information must have a risk warning.

2. SEO articles and analysis posts


2.1 The comparison must be meaningful and presented in a fair and balanced way;

2.2 The sources of the information used for the comparison must be specified;

2.3 The key facts and assumptions used to make the comparison must be included;

2.4 The article or post must include the correct disclaimer.

When indicating to PAST PERFORMANCE:

2.5 The reference period and the source of information must be clearly stated;

2.6 The information must contain a prominent warning that the figures refer to the past and that past performance is not a reliable indicator of future results.

When indicating to FUTURE PERFORMANCE:

2.7 The information must not be based on or refer to simulated past performance;

2.8 It must be based on reasonable assumptions supported by objective data;

2.9 Where the information is based on gross performance, the effect of commissions, fees or other charges must be disclosed;

2.10 It must contain a prominent warning that such forecasts are not a reliable indicator of future performance.

3. Social media

3.1 Twitter

  • No 20% text rule, but better to use Main Title and Subtitle if it suits
  • Use risk warning
  • Possible to use button

Examples of how it should look:

Twitter promotion

3.2 Facebook

  • Images or posts must have risk warning, at least on the text
  • Do not use a lot of text in the image. If you are using text, use only main title, text can be no more than 20% of the image size size (including branding and text on graphics)
  • It is possible to title and subtitle fields when sharing content (e.g. articles and webpages)
  • Possibility to use a button in paid Facebook ads and boosted posts
  • In the page’s cover image, do not cover bottom left half of the space, because avatar image located there
  • Do not use branding on every image

Examples of how it should look:

Facebook promotion Facebook promotion

3.3 Linkedin

  • No 20% text rule, but better to use Main Title and Subtitle if it suits
  • Use risk warning
  • Possible to use button

Examples of how it should look:

Linkedin promotion Linkedin promotion

3.4 Google ads

  • Must include brand
  • Must include risk warning
  • Button available for display advertising

Examples of how it should look:

Google promotion

3.5 Instagram

  • Risk warning is necessary when promoting
  • Possible to use brand
  • No 20% text rule

Examples of how it should look:

Instagram promotion

4. Banners

Basic key points for designing effective communications:

4.1 Easy to understand language with short, understandable messages. The language used should be appropriate for the target audience, jargon-free and contain simple and short messages.

4.2. Designed for a target group of consumers. Communications should be designed to meet the needs of the target audience of consumers.

4.3 Key information displayed prominently and framed effectively.

4.4 Correct use of images and graphics.

Main requirements:

4.5 The information must be fair, clear and not misleading;

4.6 The information must have clear reference to product;

4.7 Avoid unprofessional marketing (context, language, pictures etc.);

4.8 The banner must have balanced information (use a font size for the indication of relevant risks that is at least equal to the predominant font size used throughout the information provided, as well as a layout ensuring such information is prominent);

4.9 The banner must have risk warnings (use a font size in the indication of relevant risks that is at least equal to the predominant font size used throughout the information provided, as well as a layout ensuring such information is prominent);

4.10 Avoid ambiguous wording;

4.11 It’s prohibited to use hashtags on the banner.

The common Financial Promotion failings on the banners are following:

4.12 Falha ao distinguir os instrumentos da AM dos ativos subjacentes; exemplo Moedas Digitais (a coisa certa a dizer é que temos CFDs de moeda digital)

4.13 Inadequate product description

4.14 Emphasising only the benefits of the product

4.15 Failure to include a balanced picture of risk and charges

4.16 Unrealistic headline claims

4.17 Missing or inadequate description of the risks

4.18 Risk warning is missing and/or invitation to read terms and conditions

5. Rules of the campaign (Terms and Conditions):

5.1 Contact information of the organiser of campaign (business name, contact details: address, email, telephone).

5.2 Time period of organising the consumer game (start and end dates, the hour, if necessary. Consider if market hours should be included for example).

5.3 List of prizes (description, value). If the winner can choose the prize, then it must be specified out of which products. If there is only one prize per participant, the respective information must be added.

5.4 Requirements for participants (e.g. residency of participant if necessary: participant must be adult; each person can participate only once; however, client can participate as a natural person and with legal entity where he/she is a sole owner for example).

5.5 Conditions for participation (what must a client do in order to participate in the game), including participation in interim lottery draws and a chance to reach the final.

5.6 Time and description of when and how the winner or winners will be chosen, including the winners of interim campaign draws and the winner of main prize. This should also include a description of the ranking of the participants with identical results (e.g. total points or time) or you should consider excluding this option.

5.7 Announcement of winners (through which channel and whether the winners will be contacted personally).

5.8 Information about using the data of the winner (disclosure of the name of the winner).

5.9 Delivery of prizes (location or reference to postal delivery; time period during which the prizes will be delivered).

5.10 Possibilities to obtain additional information (web address; email address; telephone; address of a local branch and main office address).

5.11 Procedure and deadline for handling the complaints (contact details for submission of complaints).

5.12 In case the campaign is targeted to certain region clients, an option to communicate in this language must be ensured. This means also Campaign Rules/Terms and Conditions must be in the local language.

6. Video

6.1 Risk warning must be prominent and not disappear under the media player menu.

6.2 Compliant versions are also applicable for TV commercials where the ESMA sticky risk warning is visible throughout the video.

6.3 Final frame of the video must have longer risk warning and AM company registration information.

7. Risk warning

The relevant risk warning must be:

7.1 Prominent;

7.2 Contained within its own border and with bold and unbold text as indicated;

7.3 If provided on a website or via a mobile application, statically fixed and visible at the top of the screen even when the retail client scrolls up or down the webpage; and

7.4 If provided on a website, included on each linked webpage on the website.

The relevant risk warning, including the font size, should be:

7.5 Proportionate, taking into account the content, size and orientation of the marketing material as a whole; and

7.6 Published against a neutral background.

8. References and risk warning examples

In order to keep the content AM provides reliable, and to protect AM from possible copyright infringement, we expect the pictures, charts, texts (news, studies, books etc.) and graphs added with reference to their original source.

8.1 Charts:

Fonte: Admirals MT5 com MT5-SE Add-on XXX Gráfico Diário (entre XXX, 201X, a XXX 201X). Registado: XXX, 2019, às XX:00 GMT - Nota: O desempenho anterior não é um indicador confiável de resultados futuros.

Aviso: os gráficos para instrumentos financeiros neste artigo são para fins ilustrativos e não constituem consultoria de negociação ou investimento ou uma solicitação para comprar ou vender qualquer instrumento financeiro fornecido pela Admirals (CFDs, ETFs, Ações). O desempenho passado não é necessariamente uma indicação de desempenho futuro

8.2 SEO articles:

Este material não contém e não deve ser interpretado como aconselhamento de investimento, recomendações de investimento, uma oferta ou solicitação para quaisquer transações em instrumentos financeiros. Negociar instrumentos financeiros oferecidos pela Admirals (CFDs, ETFs, ações) apresenta um alto nível de risco que não é adequado para todos os investidores devido à sua natureza complexa. Antes de tomar qualquer decisão de investimento, deve procurar aconselhamento de consultores financeiros independentes para garantir que entende os riscos envolvidos. Leia mais em

CFDs are complex instruments and come with a high risk of losing money rapidly due to leverage. XX% of retail investor accounts lose money when trading CFDs with this provider. You should consider whether you understand how CFDs work and whether you can afford to take the high risk of losing your money.

8.3 Analysis post:


Os dados adquiridos fornecem informações adicionais sobre todas as análises, estimativas, prognósticos, previsões, análises de mercado, perspectivas semanais ou outras avaliações ou informações semelhantes (doravante “Análise”) publicadas no site da Admirals. Antes de tomar qualquer decisão de investimento, preste muita atenção ao seguinte:

1. This is a marketing communication. The content is published for informative purposes only and is in no way to be construed as investment advice or recommendation. It has not been prepared in accordance with legal requirements designed to promote the independence of investment research, and that it is not subject to any prohibition on dealing ahead of the dissemination of investment research.

2. Qualquer decisão de investimento é feita individualmente por cada cliente, enquanto a Admirals não será responsável por qualquer perda ou dano decorrente de tal decisão, seja esta baseada, ou não, no conteúdo.

3. Com o objetivo de proteger os interesses dos nossos clientes e a objetividade da Análise, a Admirals estabeleceu procedimentos internos relevantes para a prevenção e gestão de conflitos de interesse.

4. The Analysis is prepared by an independent analyst (hereinafter “Author”) based on the NAME + (Position) personal estimations.

5. Embora todos os esforços sejam feitos para garantir que todas as fontes do conteúdo sejam confiáveis ​​e que todas as informações sejam apresentadas, tanto quanto possível, de maneira compreensível, oportuna, precisa e completa, a Admirals não garante a precisão ou integridade de qualquer informação contida na Análise.

6. Qualquer tipo de performance passada ou modelada de instrumentos financeiros indicados no conteúdo, não deve ser interpretada como uma promessa, garantia ou implicação expressa ou implícita por parte da Admirals para qualquer desempenho futuro. O valor do instrumento financeiro pode aumentar ou diminuir e a preservação do valor do ativo não é garantida.

7. Leveraged products (including contracts for difference) are speculative in nature and may result in losses or profit. Before you start trading, please ensure that you fully understand the risks involved.

8.4 Social media


[insert percentage per provider]% of retail CFD accounts lose money.

Facebook, banners, videos

[insert percentage per provider]% of retail investor accounts lose money when trading CFDs with this provider. You should consider whether you can afford to take the high risk of losing your money.

8.5 Webinar, seminar, presentation materials

Negociar com instrumentos financeiros (CFDs, ações, ETFs) oferecidos pela Admirals acarreta um alto nível de risco que não é adequado para todos os investidores devido à sua natureza complexa. Antes de entrar em contrato como cliente ou fazer uma transação, por favor, certifique-se de ler os termos e condições do nosso serviço. Consulte um especialista, se necessário, para garantir que entende os riscos envolvidos na negociação.

Este conteúdo é apenas para fins informativos e educativos. Os materiais de conteúdo são desenvolvidos pela Admirals e distribuídos pelas empresas de investimento do Admirals Group AS para um público global. Portanto, leve em consideração que as informações desta sessão podem não ser adequadas para todos.

To get the corresponding information on charting, conditions and any other details, please visit, select your country of residence and contact an appropriate entity.

Este conteúdo é apenas para informação geral e não se destina a fornecer conselhos financeiro, ou de investimento, ou recomendações pessoais. Qualquer informação relativa ao desempenho passado de um investimento não garante necessariamente o desempenho futuro. A Admirals não será responsável por qualquer perda que venha a incorrer, direta ou indiretamente, decorrente de qualquer investimento baseado em qualquer informação neste conteúdo.

The information is not directed at residents of the United States, Belgium or any particular country and is not intended for distribution to, or use by, any person in any country or jurisdiction where such distribution or use would be contrary to local law or regulation.

O documento relacionado é um anexo para as instruções de promoção Financeira e de Marketing da Admirals.