Rules governing financial product advertising are leading to general confusion, according to research undertaken by People's Choice Credit Union.The main problem appears to be the requirement for the publication of nominal and comparison rates in ads for loans. Survey participants were shown three pairs of ads, with each showing nominal and comparison rates (comparison rates include all fees and charges as part of the rate). Only 12.6 per cent were able to correctly pick the best deal in each of the three scenarios.People's Choice managing director Peter Evers said in a media release: "The financial regulators have laid down the rules which say we have to advertise this way but it's not delivering."Evers said the Financial System Inquiry should consider changing the rules governing the advertising of consumer finance products.According to the survey, 70.4 per cent of people find bank ads confusing and 64.7 per cent think they are misleading.Only 33.1 per cent of people said they thought the presentation of financial product ads was "honest"."When barely one in ten Australians can understand the core information contained in every home loan ad, then something is clearly wrong," Evers said.