News Release

26 March 2008

Friends Provident International’s New Advertising Campaign

Friends Provident International (FPI), a leading offshore provider and the international arm of Friends Provident Group, launched its new advertising campaign in Hong Kong on 25 March. The new ad campaign targets growing numbers of sophisticated investors investing through independent financial advisors, and will run to the end of the year.

The integrated campaign consists of three themed 15-second TV commercials, print ads, Internet ads, and out-of-home media such as MTR poster-on-wall ads, bus body and LED billboard at high traffic area.

Through customer endorsements, the integrated campaign showcases the professional, innovative and tailored products and services provided by FPI and the trust customers have in their independent financial advisors who constitute FPI’s major distribution channel.

“Investors are becoming more sophisticated and they are open to seek investment advice from independent financial advisors. At FPI, we work closely with IFAs and we want to be recognized as the pioneer in the IFA community while we remain a customer-oriented company. I believe the integrated advertising campaign will not only increase our brand awareness among IFAs and consumers, but will also further strengthen the professional image of us as a product provider and of IFAs as the key source of professional investment advice,” said Brenda Lee, Marketing Manager for Friends Provident International in Hong Kong.

For further information, independent financial advisers should contact their FPI regional sales manager or visit www.fpinternational.com.hk.

Notes to Editors

About Friends Provident:

Friends Provident Life and Pensions Limited is part of the Friends Provident Group of companies. The holding company Friends Provident plc is a member of the FTSE 100. With more than 2.5 million customers, the Group employs over 5,000 staff in its three core businesses: UK Life & Pensions, International Life & Pensions and Asset Management. With a strong heritage since 1832, Friends Provident Group has strong financial ratings: Standard & Poor's rating of A and Moody's rating of A2.

About Friends Provident International:

Friends Provident International (FPI) is the international component of Friends Provident's business, which operates throughout the UK, Europe, Asia, and the Middle East. FPI has committed to the Hong Kong market for 20 years.

See www.fpinternational.com.hk for further information on Friends Provident International in Hong Kong.

IMPORTANT INFORMATION

Friends Provident International is the trading name of Friends Provident Life and Pensions Limited and Friends Provident Life Assurance Limited for business conducted outside the United Kingdom.

Registered & Head office: Pixham End, Dorking, Surrey RH4 1QA, England. Incorporated companies limited by shares and registered in England.

Salisbury Office: United Kingdom House, Castle Street, Salisbury, Wiltshire SP1 3SH, England. Telephone number: +44(0) 1722 311 611, Facsimile number: +44(0) 1481 712 069.

Friends Provident International is the trading name of Friends Provident International Limited. Authorised by the Isle of Man Insurance and Pensions Authority. Registered & Head Office: Royal Court, Castletown, Isle of Man, British Isles, IM9 1RA. Telephone number: +44(0) 1624 821 821, Facsimile number: +44(0) 1624 824 405.

Incorporated company limited by shares. Registered in the Isle of Man No. 11494 All are members of the Association of International Life Offices.

Hong Kong Office: Suites 1203-1211, Two Pacific Place, 88 Queensway, Hong Kong. Telephone number: +852 2524 2027, Facsimile number: +852 2868 4983.

Copyright© 2008 Friends Provident International. All rights reserved.