The new banking code that has been introduced today, in the wake of increasing concern for the level of fair conduct in banking, has seen Britain's high street banks and building societies promise to behave more "responsibly" toward their customers.
Proactive problem-solving and responsible lending
The proactive contacting of customers who look to be heading towards financial problems is one of the major commitments outlined in the "enhanced promise" to ensure fairer and more reasonable treatment of customers.
In order to stay true to their word the banks are to approach debtors and troubled customers with a "sympathetic and positive" attitude, cut out reckless lending and offer an informative and helpful recommendation service for free independent advice.
Last year, banks were criticised by the Financial Ombudsman for closing the accounts of customers who had made a perfectly valid complaint, citing it as a petty revenge tactic. This is another issue that is set to be rectified, as banks promise to stop this closing of accounts in coordination with the new code.
In addition to the higher levels of assessment of customers before approving lending, and the other promises that have already been outlined, the new code, which follows an independent review including consultation with the Treasury, Financial Services Authority, and Office of Fair Trading, intends to implement the following:
Standardised summary boxes
These standard boxes will provide important information to customers regarding unsecured loans and savings accounts and will give them a more informed perception of an offering's suitability.
Switch Assistance
Although competition law already states that banks must not make it difficult to switch to competitors, this part of the "enhanced" promise aims to ensure that switching is made as easy as possible for an unsatisfied customer.
Cheque Clarity
The banks have pledged to offer greater clarity on the time it takes for a cheque to clear so as to avoid confusion and unnecessary charges for the customer.
Fraud Protection Advice
Customers will be given the most up-to-date information on how to protect their accounts from the threat of fraud.
Chip and Pin Alternatives
Customers who are unable to use chip and pin due to a disability or other medical condition will be informed about all of the available alternatives and advised accordingly.
Reaction
The new code has not been entirely well-received though, the notion that it has not gone far enough, and in some cases, has barely gone anywhere at all, has been the perception of many.
Amongst the doubters of the new code's effectiveness is the charity, Help the Aged, who expressed disappointment with the lack of attention paid to age discrimination.
Further criticism came from the Which? consumer group, who saw the lack of an increase in minimal credit card repayments as a major failing of the new code, whilst Lloyds TSB's former head of personal banking, Peter McNamara, took a different standpoint.
Mr McNamara called for customers to take more responsibility for themselves and "look at their own affairs", not to rely on banks to protect them from running into financial difficulties.
Time will tell then whether the new code will make a difference or not, or perhaps more importantly, whether it will make enough of a difference...