In its Simplified Advice guidance released last week, the FSA said that individuals providing personal recommendations must be Level 4 qualified the same way as financial advisers.

It also gave three routes firms could take if they wished to offer simplified advice.

These were advice through an automated advice system, individuals who give personal recommendations and individuals who do not give personal recommendations.

Stephen Gay, director general of the Association of Independent Financial Advisers said: “ The FSA is absolutely right to recognise that advice that is limited in its range of products should be treated in the same way as other forms of advice and be required to meet the same professional standards.

“Whatever the scope of the advice it should be delivered by someone of appropriate and consistent qualifications and with transparency of proposition and price to the customer.”

However he said AIFA had concerns that the way simplified advice was designed disadvantaged the full advice capability of the adviser profession.

It requested clarification on how consumers would receive the same level of protection from simplified advice as they receive from a financial adviser.

A statement from Aviva said: “Aviva is pleased to see the guidance includes clarifications which will help firms develop lower cost, limited forms of advice that will help those with straightforward needs to be able to have their needs and wants met.

“We fully recognise the challenges in developing this form of advice, such as making sure appropriate products are available, and are keen to work with the FSA and other parties to help address these challenges.”