A father from Leeds is concerned his 19-year-old son is using his student loan and part-time job savings to invest in high-risk assets based on advice from TikTok influencers. David, 51, says his son buys obscure cryptocurrencies and tries leveraged trading strategies he does not fully understand, dismissing his father’s warnings as “boomer” caution.
The rise of FinTok
Social media platforms like TikTok, Instagram and YouTube have seen explosive growth in investing advice. While some commentators are knowledgeable, regulators worldwide are alarmed as more young people pile into risky options and lose everything. The hashtag #FinTok has billions of views, and for Generation Z, TikTok has become the primary source of financial education.
However, the algorithm rewards confidence and emotional hooks over accuracy. David’s son shows him videos of influencers in sports cars promising “guaranteed returns” and millionaire status by age 25.
Regulatory crackdown
In April 2026, the Financial Conduct Authority (FCA) led a global week of action with 16 other regulators against illegal financial promotions. In the UK, the FCA made 120 takedown requests to social media platforms, identifying over 1,200 illegal adverts reaching 2.3 million UK accounts. 66% of those adverts came from individuals or firms already on the FCA’s Warning List.
The FCA has also secured a guilty plea from Geordie Shore’s Aaron Chalmers for illegal promotions and started criminal proceedings against others. The European Securities and Markets Authority issued similar warnings.
What can David do?
Experts suggest shifting the conversation from specific investments to the platform’s mechanics. Ask the son to consider the influencer’s incentives: if someone had a guaranteed risk-free strategy to become a millionaire, why would they sell it for likes and affiliate links?
A study by DayTrading.com graded viral finance TikToks in September 2025 and April 2026. In 2026, 80% of viral finance videos scored C or below for accuracy, disclosures and educational value. No video scored top marks for factual accuracy.
Encourage the son to use the FCA Firm Checker before following recommendations. If a firm is not registered, there is no protection from the Financial Ombudsman Service or the Financial Services Compensation Scheme.
Real investing involves probabilities, not guarantees. Anyone promising certainty in financial markets is either lying or selling something. Social media has democratised access to financial information, but also to con artists peddling dangerous rubbish as advice.
