[1/2] The City of London is seen as buses cross Waterloo Bridge in London, Britain, February 17, 2023.
"The deadline of 31 July will not be moved, and we are here to help," Sheldon Mills, FCA executive director for competition and consumers, told a conference.
Mills said there had been some "initial resistance", but hard work now should mean fewer expensive mistakes down the line.
"After the deadline, we will take a pragmatic approach and will help those who are taking their final steps towards meeting the standards of the Duty," Mills said.
Firms must nominate a board member to "champion" the new duty firm-wide, from designing a product to selling it, even through third-party distributors.