The industry regulator, the Financial Services Authority commented last week that if mis-selling of products was to be avoided, companies should make sure clients understand the products they buy and why they buy them.
Whilst this might sound backward, there are so many people that are sold financial products that they do not need and do not understand.
The FSA want the product providers to include the understanding and reasons for purchase in marketing literature and actually design products that consumers need.
Carol Sergeant, Managing Director at the FSA said: "At the FSA we are working hard to improve the understanding of consumers but we think companies have more work to do to explain their products"