One thing that other answers touch on but I'd like to talk a bit more about, is the concept of referring to something already introduced
These/those are used to refer to multiple objects in the same way as this/that refer to single objects that are near/far respectively. The objects are generally visible to both people but known to one person and introduced by that person to the other person. After introduction the objects can be referred to using these/those or by using them. Critically we don't use them to make the introduction, and we do use them if we want to talk about all the objects, particularly if we have introduced different groups of objects with both these and those. Carrying on using these and those after making the introduction can be used for clear and effective instruction but can sound like you think the other person is a bit stupid.
These are my apples
The apples are in front of me, I claim ownership
Those are my apples
The apples are further away from me, I claim ownership
These are my apples, and these are your apples
Some of the apples in front of me are mine, some are yours. I should gesture while I say this sentence to indicate which are mine and which are yours
These are your apples. Do you like them?
I introduce the apples, and now may refer to the apples as "them"
These are your apples. Do you like these?
These are your apples. Do you like these apples?
I don't have to refer to the apples using "them" and I don't have to say apples after these (the first sentence) but it sounds less natural than the second sentence (with "apples" after these). Critically, repeated use of "these" sounds less natural than switching to "them" after introduction, and makes it sound either like your command of English is less fluent, or that you're being clear and specific (perhaps too clear and too specific, as though you think the person listening is a bit stupid).
This conflicts somewhat with the notion that in natural English we generally try to avoid repeated word use in sentences that follow on from each other, and is what leads to my recommendation that we use "these are your apples. Do you like them?" - we avoid repeated use of "these" and also avoid repeated use of "apples"
Do you like these?
Do you like these apples?
Do you like them?
You hold up two apples and show the other person. This action makes the introduction that allows the third sentence to work, but either of the first two would be preferred. Do not say "do you like them apples?"
These are my apples. Those are your apples. Put them all in this bag
Multiple different groups of objects are now referred to as one collection, when they must all be put in the same bag
These apples in this box are for the children to eat at lunch. Put them in these bags, one apple per bag
The apples are introduced and then referred to using "them", while "these" is now used to refer to the bags
These apples are for the older children and those apples are for the younger children. I need you to bag them. Put these in those bags and those in these bags, then put the bags in the van.
Two boxes of apples exist, two boxes of bags exist. The apples in the near box should go in the bags that are in the far away box. The apples in the far away box should go in the bags in the near box. After introduction the apples are referred as them and these/those switch to referring to the bags. It is best to avoid switching "them" to refer to the bags, so I just say "the bags" when referring to the group of bags containing the apples. However the person receiving the instruction can perform the switch:
What do I do after I put them in the van?
It would be understood that "them" now refers to the bags, not the apples
Switching to talk about your sentence for a moment, I'll add a bit more context
This broker offers several financial products as you can see in this long list. It's interesting to note that some of these are government backed, and are relatively secure. In addition some of them are only available to people under 30.
I don't have to use "these" here, I could use "them" in both sentences. Them doesn't sound quite so unnatural when used repeatedly, because it typically is used repeatedly.
If you remember back to the list of products on the previous slide, nearly all of those are available to the under 30 age group
Here I use those because the slide is conceptually further away- it was seen in the past rather than being looked at now, even though it may be same physical distance.
So we have those at the top of the page, that are great products for risk averse people, and we have these that are medium risk. Those you see at the bottom are typically high risk, and we don't recommend them. All of the products in this box are legacy; they still exist for people who purchased them, but you cannot buy them as a new customer any more
Use of those to refer to products that are further away on the page (top, bottom) than these we are looking at in the middle. Once introduced we can refer to the high risk products using them. Products in a box can be identified by the fact that they are in a box, and upon being introduced, "them" switches to referring to the boxes products because we have finished talking about the high risk products.
These are high risk products and I don't recommend them. My investors like me because I don't try to sell them to them
These are high risk products and I don't recommend them. My investors like me because I don't try to sell these products to them
Clear writing would aim to avoid using "them" repeatedly as in the first sentence, to refer to both the products and the investors. In a situation where only two things (investors, products) have been talked about it is fairly easy to work out that the first "them" refers to the products and the second "them" to the investors, so it can work as a sentence. The second form is easier to understand, and it is the first "them" that we switch out for "these products" because the most recent introduction we made was "My investors" and that is what is most naturally now referred to by "them", whereas "these products" naturally calls us back to the products talked about in the first sentence.