5.5.1. Section 53E(1) of the 2010 Act as amended by the IAF Act states:
(d) that the person acts in the best interests of customers and treats them fairly and professionally, including
(i) ensuring that customers are informed in a clear manner of relevant information relating to financial services of which they ought to be aware, and not impeding the provision of relevant information to customers,
(ii) communicating with customers in a timely manner having regard to the urgency of any matter and the time required by the customer to consider the relevant information,
(iii) assessing the needs and circumstances of customers, including their level of knowledge and experience of financial services, their financial circumstances and the range of options available to them, and ensuring that any advice or recommendation provided to customers is appropriate and tailored to their needs and circumstances,
(iv) ensuring that customers are not misled as to the advantages of any financial service,
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