The Chartered Insurance Institute has launched a £24,000 advert campaign in a bid to promote the chartered firm status to consumers.
The professional body said it had launched the campaign in response to calls from its members asking it to increase consumer awareness of how advice firms achieve the chartered status, and how it benefits clients.
Sian Fisher, chief executive of the CII, said: "The CII made a commitment to continued investment in raising awareness of chartered status among consumers.
"We are therefore pleased to launch this advertising campaign highlighting how chartered firms have made a public commitment to nurturing knowledge, client centricity and serving society."
Ms Fisher said the chartered badge "says it all" in representing a commitment to professional standards in the advice and insurance industry.
She added: "The chartered badge proudly tells you when a professional has made a public commitment to upholding the highest standards and putting you first."
Max Slipaczek, chartered financial planner at Slipaczek Chartered Financial Planners, said the campaign was a "fantastic initiative".
Mr Slipaczek said: "Our firm achieved corporate chartered status in November 2018, so I have experienced first hand the process and what is actually involved in achieving the status.
"However, one criticism is that I feel clients do not fully understand what it is, and how it differs from a chartered financial planner.
"This campaign from the CII should help clients understand and appreciate the hard work involved in order for a firm to achieve it."
From 2021 the CII is also set to begin checking diversity policies at chartered firms in a bid to ensure they are "delivering positive change for the profession and wider society".
As of next year the professional body will ask firms to demonstrate examples of the impact of their diversity policies when seeking to renew their status.
What do you think about the issues raised by this story? Email us on email@example.com to let us know.