Execution Only
If you've product recommendations, ie selections and the like on your website, in your brochure, or issued by circular, and a browser/reader contacts you to undertake a transaction on the basis of what he or she has read that you produced, is NOT execution only. A full written factfind etc is required, and inevitably human interaction.
That's why websites are in difficulty under AA rules. I recently had a request from two partners, each with his own IT company for advice on company pension schemes. They wanted to conduct business purely by email. Suited them. Under the rules I could not advise without a factfind, which is really only workable by human contact ie by phone at least. Otherwise people leave stuff out, or I miss vital qualitative information, like I'm separating, I'm in a wheelchair, I'm thinking of going to Australia next year. The type of stuff DIY Personal finance Books can't cover. The cracks.
Anyway after several failed attempts to talk I had to tell the guys to go elsewhere. By email.