REGULATOR · UK · RETAIL FINANCIAL SERVICES
REVISED 2026-05-08 · PS22/9 PRINCIPLE 12 · IN FORCE 2023-07-31

FCA Consumer Duty.

Warrant is regulator-grade evidence infrastructure for AI agents in regulated industries: drop an agent's execution trace, get a record mapped to a specific EU AI Act obligation, independently verifiable without contacting Warrant. PS22/9 Principle 12. UK retail financial services. Effective 31 July 2023. Senior managers carry personal accountability under SMCR. Principle 12 reaches a retail decision however it was produced, so an agent acting on retail customer data is in scope. Warrant captures the per-decision evidence chain a CCO can hand a supervisor.

PRINCIPLE
PRIN 12· PS22/9
Good outcomes for retail customers. The duty attaches however the decision was produced.
IN FORCE
2023-07-31
Application date for new and existing products serving retail customers.
PERSONAL LIABILITY
SMCR· senior manager
Senior Manager Function holders carry individual accountability.
01 · PRINCIPLE 12 · GOOD OUTCOMES

The duty extends to AI-driven decisions.

A firm must act to deliver good outcomes for retail customers. FCA Handbook · PRIN 2.1.1R, Principle 12 · made by FCA 2022/31 (Consumer Duty Instrument 2022) · in force 31 Jul 2023

Eleven words. Everything else in PRIN 2A is the FCA explaining what discharges them. Principle 12 sits above the four outcomes at PRIN 2A.3 to 2A.6 (products and services, price and value, consumer understanding, consumer support) and the cross-cutting obligations at PRIN 2A.2. It binds the firm's decisions however those decisions are produced. A decision an agent makes or shapes is in scope on the same terms as one a human makes. Nothing in PRIN 2A excuses a firm on the ground that a model produced the decision, and the evidential burden at PRIN 2A.8.3R to 2A.8.5R read with PRIN 2A.9 sits on the firm. That the supervisor would reject "the model decided" is Warrant's reading of that burden, not a published FCA statement. For the clause-level reading, see FCA Consumer Duty Principle 12, read against the agent.

"Where AI influences a customer-facing decision, the firm owes the outcome. The model is not the firm. The senior manager is."SMCR practitioner · regulatory review · 2026-04-30
02 · CONSUMER DUTY OBLIGATIONS

Per-decision evidence shape.

PRIN 12
Good customer outcomes evidenced per decision. WARRANT · the firm submits the decision under trace[*].outputs. The signed package keeps actions[*], whose only properties are action_id, actor, action and subject, so those submitted outputs are not re-emitted. Against each action, obligations.<action_id>[] carries a row whose id is the corpus sub-clause id "fca_consumer_duty.prin_12" and a compliance verdict — obligations is an object keyed by action_id whose values are arrays of rows, so there is no obligations[] path. good_customer_outcomes is that sub-clause's parent_obligation in the corpus, not a key in the package.
PRIN 2A.6.2R(1)
Vulnerable customer protection logged. WARRANT · authorizations[*] carries the per-action assessment. warrant-v1 has no vulnerability field; anything a firm puts in the free-form trace inputs is not a package field, and the obligation row carries compliance="gap".
SMCR · SMF
Senior Manager Function accountability. WARRANT · regulated_entity, a root field of the trace the firm submits, names the firm. No field in warrant-v1 names an individual, so Senior Manager Function accountability is not evidenced by a named holder in the package.
03 · SMCR · PERSONAL LIABILITY

The senior manager owns the chain.

SMCR is the test. The same instrument that inserted Principle 12 inserted a matching individual conduct rule — COCON 2.1.6R, Rule 6: You must act to deliver good outcomes for retail customers, with the new COCON 2.4 setting its scope. Above it sits the duty of responsibility at FSMA s.66A(5). Per DEPP 6.2.9-AG the Authority can act against an SMF manager where the firm contravened a relevant requirement, the manager was responsible for the management of the activities in which the contravention occurred, and the manager did not take such steps as a person in their position could reasonably be expected to take to avoid it. Where consumer harm follows an AI-driven decision and the firm cannot evidence what steps were taken, that is the evidential gap. The record is the trail. It does not name the person. A Warrant record names the regulated entity — a firm, not an individual — and no field in warrant-v1 names an SMF holder. Binding the evidence to the person who carries the duty of responsibility is the institution's own governance record: the firm's SMF responsibilities map has to tie the business unit and the agent to the named holder, and the Warrant package is what that map points at.

The explainability burden sits on the firm through the consumer-understanding outcome. PRIN 2A.5.3R(1) requires a firm to support retail customer understanding so that its communications meet the information needs of retail customers, are likely to be understood by them, and equip them to make decisions that are effective, timely and properly informed. Retain the evidence, and deliver the same trail to the consumer (where requested) and to a supervisor.

PRIN 12
PRINCIPLE NUMBER
Twelfth FCA Principle for Businesses. Sits above the four outcomes that operationalise it.
SMF
FUNCTION HOLDER
Senior Manager Function. The named accountable individual. Personal liability at the FCA's discretion.
04 · WHY THIS REGULATOR NOW

Is the FCA enforcing Consumer Duty now?

Consumer Duty has been in force since 31 July 2023 for new and existing products and, under the PRIN transitional provisions, only from 31 July 2024 for closed products. Both application dates have passed, so the Duty now reaches the whole retail book. We do not assert a supervisory posture we have not verified. What the enacted text settles is the standard and who carries the proof: PRIN 2A.1.17G(1) records that Principle 12 imposes a higher and more exacting standard of conduct, and a broader application, than Principles 6 or 7 would otherwise have required · and PRIN 2A.8.3R to 2A.8.5R read with PRIN 2A.9 put the evidential burden on the firm. As at FCA 2022/31 as made, in force 31 July 2023.

The nearest enforcement analogue predates the Duty and still sets the shape. The FCA's Final Notice against TSB Bank plc, dated 9 October 2024, imposed a financial penalty of GBP 10,910,500 for breaches of Principles 3 and 6 in the handling of retail customers in arrears or financial difficulty between 25 June 2014 and 1 March 2020. The Authority identified 232,849 customers who suffered or were at risk of suffering loss; TSB had paid GBP 99.9 million in redress by the date of the notice. Read it as the pre-Duty version of a Consumer Duty case. The conduct sat in arrears handling, the proof sat in individual case files, and the penalty followed from what those files could not show.

We are not citing a Final Notice in which Principle 12 is the operative breach, because we have not verified one. That gap is the honest state of the record, not a reason to reach for a plausible-looking case number. What the TSB notice does establish is the evidential pattern a Principle 12 case would inherit: the Authority reconstructs the customer journey from the firm's own records, and a gap in those records is read against the firm.

What the enacted text settles is the route, not the enforcement posture. Principle 12 reaches the decision however it was produced, and the senior manager personally accountable for the affected business unit carries the duty of responsibility under FSMA s.66A(5) — the route DEPP 6.2.9-AG sets out, which turns on whether the SMF manager took such steps as a person in their position could reasonably be expected to take to avoid the firm's contravention. The following is Warrant's inference, not a regulator statement: reading that route together with the TSB pattern above, we would expect a specific customer case file (vulnerable, loss-making, opaque rationale) to be the entry point rather than the firm-wide MI pack. We have not verified a Principle 12 case that shows it. Stated as at 2026-08-06.

05 · MAPPING · PRIN 12 OUTCOMES

Per-outcome field map.

A firm must act in good faith towards retail customers. A firm must avoid causing foreseeable harm to retail customers. A firm must enable and support retail customers to pursue their financial objectives. FCA Handbook · PRIN 2A.2.1R · 2A.2.8R · 2A.2.14R · cross-cutting obligations, as made by FCA 2022/31

The four outcomes operationalise PRIN 12 across products and services, price and value, consumer understanding, and consumer support. Each sits in its own PRIN 2A section, and the numbering is worth getting right: PRIN 2A.1 is application and purpose, PRIN 2A.2 carries the cross-cutting obligations, and the outcomes run 2A.3 to 2A.6. The mapping below names the obligation, the supervisory expectation, and what the warrant-v1 evidence package actually carries against it. The published schema, api/spec/warrant-v1-evidence.schema.json, sets additionalProperties: false at its root and on every action, so the field list is closed and a package cannot carry a sign-off, a risk assessment, pricing parameters or a target market. The rows below name the fields that do exist and state plainly where there is none.

PRIN 2A.2.8R
Cross-cutting obligation · avoid causing foreseeable harm to retail customers. WARRANT · authorizations[*].within_purpose and authorizations[*].reversible carry the per-action assessment, and obligations.<action_id>[].compliance the verdict. warrant-v1 has no risk_assessment field, so foreseeable harm is not carried as its own field.
PRIN 2A.2.14R
Cross-cutting obligation · enable and support retail customers to pursue their financial objectives. WARRANT · the firm submits the decision under trace[*].outputs. The signed package keeps actions[*], whose only properties are action_id, actor, action and subject, so those submitted outputs are not re-emitted. Against each action, obligations.<action_id>[] carries a row whose id is the corpus sub-clause id "fca_consumer_duty.prin_2a_cross_cutting_objectives" and a compliance verdict — obligations is an object keyed by action_id whose values are arrays of rows, so there is no obligations[] path. enable_financial_objectives is that sub-clause's parent_obligation in the corpus, not a key in the package.
PRIN 2A.2.1R
Cross-cutting obligation · act in good faith towards retail customers. WARRANT · authorizations[*].within_purpose + authorizations[*].justification per action. Good faith is read off that per-action assessment.
PRIN 2A.3
Products and services · designed for the target market. WARRANT · regulated_entity and agent_id, both root fields of the submitted trace. warrant-v1 has no target-market field, so fit between the product design and its target market is not evidenced in the package.
PRIN 2A.4
Price and value · fair value evidenced. WARRANT · authorizations[*].within_purpose carries the per-action check. warrant-v1 has no pricing field, so price against value is not evidenced in the package.
PRIN 2A.5
Consumer understanding · communications support informed decisions. WARRANT · authorizations[*].justification is the per-action reasoning the signed package carries, and it is Warrant's assessment of the action rather than a copy of the agent's own words. A firm's own reasoning travels in the free-form trace[*].outputs it submits — the sample traces put a rationale key there — and warrant-v1 does not re-emit it, so a subject-access disclosure drawn from the agent's own rationale has to come from the firm's trace store, not from the package.
PRIN 2A.6
Consumer support · meets retail customer needs. WARRANT · authorizations[*].human_oversight_appropriate is Warrant's per-action assessment of whether human oversight was appropriate. It is not a record that a human was present or intervened, and warrant-v1 has no field that carries one: a human_review_recorded flag a firm puts in the free-form trace[*].outputs it submits is not re-emitted in the signed package. warrant-v1 has no vulnerable-customer field either, so that marker is not a package field.
PRIN 2A.9
Monitoring of consumer outcomes · the firm must be able to determine whether retail customers are getting the four outcomes, and whether any group is doing worse than another on the same product. WARRANT · per-decision records are the population the monitoring runs over. PRIN 2A.9.10R asks for outcome differences between customer groups, which needs per-decision data, not a firm-level dashboard.
SYSC 9.1.1R
Orderly records of the firm's business and internal organisation, sufficient for the FCA to monitor compliance. No retention period is stated in this rule. WARRANT · Warrant Cloud receipt store + customer-controlled retention policy. Retention is set by the firm under SYSC 9.1.5G; the five-year rule at SYSC 9.1.2R reaches a common platform firm's MiFID business only, and the one at SYSC 9.1.2AR reaches suitability and appropriateness records for insurance-based investment products.
SMF · DoR
Senior Manager duty of responsibility under FSMA s.66A(5), applied per DEPP 6.2.9-AG. WARRANT · regulated_entity, a root field of the submitted trace, names the firm, and the per-action authorization and obligation rows are the trail. No field in warrant-v1 names the SMF holder, so the firm's own governance record has to make that link.
06 · FAQ

Questions a CCO and SMF holder ask first.

Does Consumer Duty apply if my firm is not FCA-authorised but distributes products into the UK retail market?

PRIN 12 binds FCA-authorised firms, so an unauthorised distributor is not itself subject to Principle 12. The authorised firm in the chain does not escape it. PRIN 2A.1.13G(1) applies Principle 12 to retail customers of a product irrespective of whether the customer is a client of the firm, and PRIN 2A.1.15G makes a firm which determines or has a material influence over retail customer outcomes accountable notwithstanding that the retail customer may not be its client due to the indirect nature of their relationship. PRIN 2A.9.17R goes further: a firm in a distribution chain must notify the FCA if it becomes aware that any other firm in that chain is not or may not be complying with Principle 12 or PRIN 2A. PROD 4 is not the hook for this — that chapter governs insurance products, and PRIN 2A.3.24R disapplies PRIN 2A.3 where a PROD chapter already covers the product.

How does SMCR personal liability attach to an AI-driven decision?

The Senior Manager Function holder responsible for the relevant business unit carries the duty of responsibility under FSMA s.66A(5). Per DEPP 6.2.9-AG the Authority can act where the firm contravened a relevant requirement, the SMF manager was responsible for the management of the activities in which the contravention occurred, and the manager did not take such steps as a person in their position could reasonably be expected to take to avoid it. Separately, COCON 2.1.6R Rule 6 requires conduct rules staff to act to deliver good outcomes for retail customers. Where consumer harm follows from an AI-driven decision and the firm cannot evidence the record (rationale, oversight, alternatives considered), the SMF holder is exposed to personal fines, prohibition orders, or industry exclusion. The record is the trail, and it names the regulated entity rather than a person: warrant-v1 has no field for an individual. The institution's own governance record — its SMF responsibilities map — is what binds the Warrant evidence to the named holder.

How do i generate Consumer Duty evidence if my agent runs on a non-UK LLM provider?

The location of the model vendor is not material. PRIN 12 binds the FCA-authorised firm. Warrant produces a per-action evidence package mapped to PRIN 12 and the four outcomes, independently verifiable without contacting Warrant. Same artefact whether the LLM is Anthropic, OpenAI, or open-source.

What does the FCA recognise as 'good outcomes' evidence under PRIN 12?

The four outcomes operationalise PRIN 12: products and services, price and value, consumer understanding, consumer support. PRIN 2A.9 requires the firm to be able to determine whether retail customers are getting those outcomes, and PRIN 2A.9.10R asks for differences between groups of customers on the same product — which is per-decision data, not a firm-level dashboard. That evidence should be structured, retrievable on request, and tied through the firm's own governance record to the SMF holder; warrant-v1 names the firm, not the individual. The FCA has published no list of recognised "good outcomes" artefacts, so the case-file emphasis below is Warrant's inference from PRIN 2A.9 and from the TSB Final Notice pattern, not a regulator statement: we would expect a supervisor to pull a specific customer case file and read the chain end-to-end.

How long must Consumer Duty evidence be retained?

The Handbook fixes no retention period for Consumer Duty records, and any source that tells you otherwise is reading a rule that does not say it. SYSC 9.1.1R states no period. It requires a firm other than a common platform firm to arrange for orderly records of its business and internal organisation, sufficient to enable the FCA to monitor compliance. The five-year rule usually put to a firm is a different rule — SYSC 9.1.2R — and it reaches only a common platform firm's MiFID business. A second five-year rule, SYSC 9.1.2AR, reaches suitability and appropriateness records for insurance-based investment products. Neither is a Consumer Duty retention period. Outside that perimeter the operative test is SYSC 9.1.5G: records should be retained for as long as is relevant for the purposes for which they are made. So the firm sets its own Consumer Duty period against the limitation and complaints horizon it actually faces, and writes down why. Warrant Cloud receipt store plus a customer-controlled retention policy carries that forward.

07 · READ THE SOURCE

Primary citations.

The enacted text is the Consumer Duty Instrument 2022, FCA 2022/31 — that is the instrument that inserted Principle 12 into PRIN 2.1.1R and created PRIN 2A, and every pinpoint on this page is checked against it rather than against the policy statement. FCA PS22/9 sits at fca.org.uk/publications/policy-statements/ps22-9-new-consumer-duty. The finalised non-Handbook guidance is at FG22/5. The FCA AI overview is at fca.org.uk/firms/ai-financial-services. SMCR reference at fca.org.uk/firms/senior-managers-certification-regime.

W
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