The UK's financial watchdog has published a guide to help people complain more effectively if they feel they have been mistreated by a company.

The Financial Services Authority (FSA) found that most people who have complained to a financial institution were unhappy about the outcome.

It discovered that 62% of people who complained to a bank, building society or insurance firm were dissatisfied with the response.

But 78% did not pursue their complaint any further.

So the FSA has launched a free guide, called "How to Complain", which offers guidance on effective complaining.

The watchdog's tips include:

• Decide what you want to achieve. Do you want an explanation, an apology, specific action, compensation - or a combination of all of these?
• Give the firm that sold you the product or provided the service a chance to put things right, first. If you phone always make a note of the date, the name of the person you talked to and the main points each of you made.
• If the firm can not or will not sort your problem out, put your complaint in writing.
• If the firm hasn't sorted out your complaint within eight weeks, go to an independent complaints scheme, usually the Financial Ombudsman Service.

The free guide is available from 1,400 post offices, or by calling the FSA's consumer line on 0845 6061234.