The UK regulator Financial Services Authority in 2001 launched a Treating Customers Fairly initiative, an attempt to ensure firms “pay due regard to the interests of its customers and treat them fairly”, as the regulator’s Principles for Business put it.

Its aim was to ensure "consumers can be confident that they are dealing with firms where the fair treatment of customers is central to the corporate culture". It also looked at transparency so "consumers are provided with clear information and are kept appropriately informed".