General Brokerage Advertising
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1 General Brokerage Advertising
2 General Brokerage Advertising October 9, :30 a.m. 12:00 p.m. 12:30 p.m. 2:00 p.m. Panelists from FINRA and the industry discuss advertising compliance and sales practice issues applicable to general brokerage firms and their registered representatives. Industry panelists explore advertising compliance challenges; and how they address the advertising rules with respect to dually registered representatives, marketing materials created by third parties and new investment products. This panel also covers current areas of interest such as debt securities and structured products. Moderator: Panelists: David Roscum Manager FINRA Advertising Regulation Rebecca Knutson Senior Principal Investigator FINRA Advertising Regulation Arthur Metzger Senior Vice President Global Marketing & Corporate Affairs Compliance Bank of America Michael Petty Department Leader Communications Review Edward Jones I. Introduction II. Broker-Dealer Advertising Review Process III. Third-Party Created Sales Material IV. Seminars & Radio Shows V. Social Media Communications VI. Designations, Awards, Titles & Business Group Names VII. Dually Registered Broker-Dealer/Investment Advisor Representatives VIII. Fixed Income Securities IX. Structured Products X. Business Development Companies XI. Private Placements XII. Research Reports
3 General Brokerage Advertising Learning Objectives By the end of this session, you should know: 1. How broker-dealers approve, train, and supervise the advertising review and compliance functions. 2. How firms stay current in the constantly changing world of advertising review. 3. Considerations when registered representatives make use of designations, awards, titles, or business group names. 4. How to ensure seminars are conducted in a compliant manner. 5. Considerations for communications used by dually registered broker-dealer and investment advisor representatives. 6. How firms supervise, review, and archive digital and social media communications. 7. Current and emerging issues surrounding the marketing of structured products, the use of consolidated account statements, and fixed income securities.
4 General Brokerage Advertising Advertising Regulation Conference October 8 9, 2015 Washington, DC From the Firm s Perspective Advertising compliance review process What we do, business and type of advertisements Training staff Keeping current with advertising rules and guidance How we approach risk 1
5 Seminars and Radio Shows Training registered representatives Providing pre-approved content Registered representative self-created content Turnkey services Vendor participation Considerations for client events 2 Third-Party Created Sales Material Who to partner with Vetting third-party vendors and sales material Review and approval process Third-party websites 3
6 Unique Communications Targeted marketing Marketing to seniors Complex product communications Securities-backed lines of credit Variable products Structured products 4 Social Media Communications Process for reviewing, supervising and approving Firm communications Sales force communications Archiving of electronic communications Internal social media considerations Registered representative websites 5
7 Registered Representative Considerations How registered representatives promote themselves Designations Awards Titles Business group names 6 Dually Registered Broker-Dealer/Investment Advisor Representatives Review and approval process Filing sales material Regulatory challenges 7
8 Current Issues Business development companies Research reports Fixed income Private placements 8 Questions and Answers
9 NOTES
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