IG launches ‘Trade Responsibly’ campaign featuring alcohol-free beer - urging investors to avoid unnecessary fees

• With government efforts to boost investing participation, IG’s campaign calls on investors to pay closer attention to costs that erode returns over time

• Trade Responsibly campaign brought to life through launch of limited-edition alcohol-free beer ‘Zero Commission’

• Green Street and The Business actor Geoff Bell stars in campaign film calling fees ‘a mug’s game’

London, Tuesday 16 June - Investing and trading platform IG has launched a new ‘Trade Responsibly’ campaign calling on investors to avoid unnecessary fees that can eat into returns over time. 

The campaign follows previous analysis from IG showing that most UK investors overpay on fees by hundreds of pounds a year, alongside a recent government-backed investing awareness push.

To bring the message to life, IG has launched a limited-edition alcohol-free beer called Zero Commission (not commercially available), inspired by both the campaign’s ‘Trade Responsibly’ message and IG’s zero-commission investing proposition. 

The tongue-in-cheek campaign comes two weeks after IG introduced zero-commission investing on three of the world’s most popular cryptocurrencies - Bitcoin, Ethereum and Solana - making it one of the lowest-cost providers in the UK for those assets. Customers on IG could already invest commission-free in stocks and ETFs. 

To launch the campaign and the Zero Commission alcohol-free beer, IG takes viewers inside a packed British pub on the eve of a big England match, with The Business and Green Street actor Geoff Bell starring as a no-nonsense barman who interrupts a group of fans discussing the fees they pay to invest.

Cutting through the noise, he calls high fees ‘a mug’s game’ before dropping his intimidating persona to explain why IG is superior to rival platforms that charge high fees. The message from the video is clear - if you want to invest responsibly, it’s worth paying attention to the fees you’re paying.

Elise Ash, SVP of Marketing at IG, said: “We love that more people are getting into investing - that’s a hugely positive shift. But getting started is only part of the story. We also need to encourage people to trade responsibly, and that means paying attention to the fees that can quietly eat into your returns over time.

“Following our move to zero commission on leading cryptocurrencies, stocks and ETFs, this campaign is about shining a light on the cost of investing in a way that feels relevant, accessible and engaging. With a huge summer of sport ahead, launching our own Zero Commission alcohol-free beer felt like a fun way to bring that message to life.”

To mark the launch of the Trade Responsibly campaign, IG is also offering new customers the chance to receive up to £3,000 in free shares when they open an account and fulfil certain criteria. The offer - which can be accessed here - will run until 31 August.

-ENDS-

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About IG Group

IG Group (LSEG:IGG) provides online trading platforms and educational resources to empower ambitious clients around the globe. Headquartered in the UK, IG Group is a FTSE 100 company that offers clients access to c.19,000 financial markets worldwide 

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