Mental Health Awareness Week: A timely reminder on ethical advertising standards and the need to review the effectiveness of vulnerability policies and procedures
IPA Insolvency Practitioner newsletter, May 2025
In support of Mental Health Awareness Week (13–19 May 2025), the Insolvency Practitioners Association (IPA) reaffirms its commitment to promoting awareness, understanding and support for mental wellbeing — both for those facing financial hardship and for professionals within the insolvency sector.
This year’s theme, “Community,” serves as a timely prompt for practitioners and firms to reflect not just on physical activity, but also on the steps we take as a profession to protect the vulnerable, uphold public trust, and lead with empathy in the communities our services impact.
Supporting those who are under pressure
Insolvency and debt advice intersect with moments of acute crisis in people’s lives. Clients are often experiencing severe financial stress, emotional hardship, and mental health challenges – as are, at times, those delivering insolvency services. The IPA recognises that the profession itself can be exposed to strain, with increasing workloads, difficult casework whilst meeting professional and regulatory standards.
As part of maintaining high ethical and professional standards, IPA members are encouraged to review their internal policies around identifying and supporting vulnerable individuals — both clients and staff.
To help members manage these challenges, the IPA encourages all firms and individuals to:
- Review and refresh internal vulnerability policies and client-handling procedures,
- Provide training in identifying and supporting vulnerable clients, and
- Create safe and open environments to discuss mental health and wellbeing at work.
The IPA’s Vulnerability in Insolvency Practitioners’ Practice (VIPP) guidance offers practical advice to members on recognising, assessing and responding appropriately to vulnerable circumstances in insolvency situations. This includes sections on mental health, client interviews, support mechanisms, and professional boundaries.
Access the IPA’s VIPP Guidance
Essential reading: The Government’s debt management vulnerability toolkit
The Government’s Debt Management Vulnerability Toolkit, developed with debt charities, mental health organisations and the Insolvency Service, is a valuable resource for any practitioner working in personal insolvency, particularly where vulnerable debtors or affected third parties (e.g. joint property owners) are involved.
The toolkit offers insight into:
- Clear, compassionate communications
- Identifying vulnerability indicators
- Supporting fair outcomes and safeguarding principles
It is especially relevant for those advising on IVAs, bankruptcies, or debt options where emotional or psychological distress is likely to be present.
View the main Toolkit page
Latest Debt Management Communications Toolkit (v1)
The ASA Ruling: An important cautionary case on irresponsible advertising
On 11 December 2024, the Advertising Standards Authority (ASA) upheld a complaint against get_0ut_0f_debt Ltd, which posted a highly distressing TikTok video that depicted a suicide attempt in the context of debt. The ASA ruled that the ad breached the CAP Code rules on social responsibility, harm, and offence (rules 1.3, 4.1, and 4.2). The imagery and tone of the ad were found to be irresponsible, offensive, and likely to cause significant distress — particularly to vulnerable audiences.
Though the post was presented as “awareness raising,” the ASA found that the content promoted the company’s services and therefore fell within the definition of an advertisement.
This ruling is a stark reminder for all insolvency professionals: any marketing, online content, or promotional materials, even those with good intentions, must be handled with exceptional care when discussing debt, vulnerability or mental health.
Ethical responsibilities and the duty to self-report
IPA members are reminded that the Code of Ethics requires firms and individuals to act with integrity and professional competence. This includes advertising responsibly and with full awareness of how content may impact the public.
Members should be able to evidence for their appointments that they have:
- Reviewed and agreed to all advertisements and promotional posts, particularly on social media, for compliance with ethical standards,
- Ensure that vulnerable individuals are not targeted, exploited, or triggered by messaging, and
- Self-report any content that may have inadvertently breached these standards, to the IPA and, where necessary, the ASA.
Using the ASA’s Free Ad Content Check Service
To support businesses in advertising responsibly, the ASA’s Copy Advice Team offers a free and confidential content checking service. This resource is available to all organisations — including insolvency practitioners — seeking clarity on whether a proposed ad complies with the CAP Code.
IPA members are strongly encouraged to make use of this service, particularly when developing social media campaigns or any content relating to debt and mental health.
Submit content to ASA Copy Advice
The team offers written advice within 24–48 hours on most enquiries and can help you avoid serious breaches before content goes live.
Conclusion: Practising care and compassion in all communications
The challenges facing individuals in debt are profound, and so is the power of language, tone, and imagery in shaping how people feel and respond. As professionals trusted with supporting people in distress, we must ensure that marketing aligns with the same values of compassion, responsibility, and professionalism that guide the professions casework.
Following the Mental Health Awareness Week, we invite all IPA members to take time to:
- Reflect on your firm’s messaging,
- Review your policies on vulnerable clients, and
- Access support and guidance where needed, whether from the ASA, the IPA or peer networks.
The profession has to work collaboratively to ensure that it communicates with care and serves the public with sensitivity and integrity.