Digitalisation and new technologies are triggering fundamental changes in the way in which financial products and services are being marketed.

Consumer access to financial advice and products has been broadened through things like apps and digital marketing, and trading in the financial markets is now largely done through algorithms. In addition, Big Tech and Fintech parties are steadily expanding their financial services.

However, this greater ease of use and broader access should not lead to consumers taking on more risk than they are willing and able to bear. New European legislation, including MiCAR, DORA and the AI Regulation, will regulate various digital developments and reduce potential risks, particularly for vulnerable groups.