# C Suite: A Plan's Carl Shuker on advised and non-advised sales

At the outset of the then Financial Services Authority regulatory regime in 2005, the terms advised and non-advised sales appeared to be a regulatory semantic. How could you effectively deliver a non-advised sale when speaking to a client? The complexity of insurance and the nature of the consumers’ understanding means that questions are inevitable. The reality of answering those questions in a way that avoids any element of even implied advice is almost impossible. The alternative – and we h