6  BIS Review 101/2009  There should be a blend of regulatory and market-based solutions to delivering fairness to customers. The key issue is the balance between these two.
The issue of addressing the fair treatment of customers throughout the product life-cycle comprises: •  Product design and governance;  •  Identifying target markets;  •  Marketing and promoting the product;  •  Sales and advice processes;  •  After-sales information; and  •  Complaint handling. These issues will create challenges for banks.