In times of constant information overflow, even regulators have to fight for consumers’ attention. The UK Financial Conduct Authority (FCA) now came up with this TV advert in order to alert consumers who have been missold PPI (payments protection insurance) to a looming deadline for making a complaint. It is..to say the least… extraordinary, bordering on being creepy.

Embracing behavioural economics and decentralised enforcement by activating private litigation perfectly represents the courage shown by UK regulators. At the same time, it is emblematic of the UK regulatory scene’s general innovative energy, influence and status as a standard-setter in international financial regulation. It will be deeply missed after Brexit.

Learn more about the idea underlying this very unusual regulatory instrument in this FT Banking Weekly podcast.