The purpose of the cross-cutting rules is to provide guidance on the new Principle 12. The cross-cutting rules set out how firms should act (proactively and reactively) to deliver good outcomes for customers. As with the rest of the Consumer Duty, they can apply both at a target market level and an individual customer level, depending on the situation. The specific application of the rules in any given situation will typically depend on whether or not the firm is interacting with an individual retail customer or providing a bespoke service.
The cross-cutting rules require firms to:
- act in good faith towards retail customers,
- avoid causing foreseeable harm to retail customers, and
- enable and support retail customer to pursue their financial objectives.
The cross-cutting rules also inform (and are supported by) the four outcomes, which set out more detailed rules in key areas of the customer relationship.
The cross-cutting rules apply at all stages of the customer journey and during the whole lifecycle of a product. Firms will therefore need to keep products under regular review and consider the impact of any changes they make to those products.
 FG 22/5, 5.3; PRIN 2A.1.10G (see page 106); PRIN 2A.2.27G (see page 112); PRIN 2A.2.24G (see page 112)
 Policy Statement PS22/9, 1.15; Policy Statement PS22/9, 5.1
 FG22/5, 5.5
 PRIN 2A.2.23G (see page 111)