Forces Mutual uses social media to communicate with customers, prospective customers and the wider community. This includes organic content and paid advertising across platforms such as Facebook, Instagram, LinkedIn, X, Reddit and other social media channels.
This policy explains how we manage our official social media channels and the standards we expect from people interacting with them.
Acceptable Use
We welcome open, respectful and constructive conversation on our social media channels.
To help us maintain a safe and positive environment, please do not post or share content, including text, images, videos or links, that:
- is threatening, abusive, indecent, hateful, harassing or offensive
- is defamatory, deliberately misleading or unlawful
- promotes discrimination or hatred based on characteristics such as race, religion or belief, nationality, disability, age, sex, gender reassignment or sexual orientation
- contains another person’s personal, sensitive or confidential information
- breaches any law, regulation or intellectual property right
- constitutes spam, repeated posting, impersonation or trolling
- attempts to commit or facilitate fraud, scams or other criminal activity
- promotes products, services or organisations without our permission
Please remember that social media channels are public spaces. Information you post publicly may be visible to Forces Mutual, other users and the social media platform itself.
Please do not post personal or financial information publicly, including account details, policy information, addresses, phone numbers or other information that could identify you.
If you need to discuss your personal circumstances or account with us, please contact our Customer Services Team on 0151 363 5290.
For independent advice on staying safe online, visit Get Safe Online.
How We Manage Our Social Media Channels
We moderate our social media channels to help protect customers and maintain a safe environment.
We may hide, remove or report content that breaches this policy. We may also restrict or block users who repeatedly or seriously breach these guidelines.
We will not remove a comment simply because it is critical or negative about Forces Mutual, provided it does not breach this policy.
Our social media channels may be managed by Forces Mutual employees or approved third parties working on our behalf.
Each social media platform has its own terms and community standards. The platform may independently remove content or take action against an account where its own rules have been breached.
This policy applies to all current and future official Forces Mutual social media channels.
Customer Service and Complaints
We may respond to general questions through social media, but we may ask you to contact us through another channel where we need personal information to help you.
Please do not share personal, financial or sensitive information publicly.
If a comment or message indicates that you are dissatisfied with a product or service, we may treat this as a complaint and follow our usual complaints process where appropriate. We may contact you privately or ask you to contact us through a secure channel so that we can obtain the information needed to investigate your concerns.
Financial Promotions and Advertising
Some content posted by Forces Mutual, including paid advertising, may constitute a financial promotion.
Where applicable, we aim to ensure that our financial promotions are fair, clear and not misleading and support customers in understanding the product or service being promoted.
We will include relevant information, qualifications and risk information where required and will consider the intended audience and the nature of the social media channel when developing our communications.
Third Parties, Partners and Influencers
Where we work with third parties, partners, content creators, affiliates or influencers to promote Forces Mutual products or services, appropriate approval and oversight requirements will apply.
Content promoting regulated products or services must not be published on our behalf before any required reviews and approvals have been completed.
Vulnerability and Customer Support
We recognise that customers interacting with us on social media may sometimes share information indicating that they are experiencing vulnerable circumstances or require additional support.
Where appropriate, we may encourage the customer to continue the conversation through a private or more suitable channel so we can provide appropriate support while protecting their personal information.
Views and Comments
Views and opinions posted by other users on our social media channels are their own and do not necessarily represent the views of Forces Mutual.
If we wish to share, repost or feature content you have created, we will seek any permission that is required before doing so.
If you see content on one of our channels that causes you concern, please contact our Customer Services Team on 0151 363 5290.
Intellectual Property
We welcome people sharing and engaging with content using the functionality provided by social media platforms.
Unless otherwise stated, the Forces Mutual name, trademarks, logos, images and other branded materials belong to us or are used with permission.
They must not be copied, altered or used outside their intended context without appropriate permission.
Information We Collect and How We Use It
When you interact with our social media channels, we may receive information about you and your interaction with our content. The information available to us will depend partly on the social media platform and your privacy settings.
We may use information about engagement with our content to measure the effectiveness of our communications and advertising, understand our audiences and improve our marketing activity.
Where we use personal information, we will handle it in accordance with our Privacy Policy.
Governing Law
These terms are governed by English law.
Our social media channels and advertising are primarily intended for people in the United Kingdom.
Policy Updates
We review this Social Media Policy at least annually and when there are material changes to our social media activity, regulatory requirements or the platforms we use.
Any updates will be published on this page.
Last updated: October 2026