The firm has launched a cross-platform policy, with clear and concise guidelines for advisors that removes the need for approval on non-promotional content.

Tenet said it was avoiding a blanket ban as it appreciated the value of social media as a tool in modern marketing and said the framework would be able to provide advisors with "complete peace of mind".

“90 per cent of my business is attributable to social media activity, yet some networks impose a blanket ban. It is a vital tool to educate and inform, not to advertise and promote. Tenet appreciates this distinction and has created a system that allows advisors to use it to their advantage, safe in the knowledge that there is no threat of compliance or regulatory compromise,” said Lisa Williams, from Coventry-based TenetLime mortgage brokerage Keys UK.

In other news, last month Rowan Dartington, the UK discretionary wealth manager, was chosen by Tenet to join its panel of discretionary fund managers.