Wednesday, May 11, 2016

FINRA Forces BrokerCheck Links on Websites

On June 6, the amendments to FINRA Rule 2210 go into effect. Specifically, Rule 2210(d)(8)(A) requires each member firm’s website to include a readily apparent reference and hyperlink to BrokerCheck on the initial Web page that the member firm intends to be viewed by retail investors and on any other Web page that includes a professional profile of one or more registered persons who conduct business with retail investors.

Firms do not need to link to the particular adviser's BrokerCheck profile, FINRA has confirmed that a hyperlink to the BrokerCheck home page satisfies the rule’s linking requirements.

FINRA has also confirmed that it is making BrokerCheck-related icons and similar resources available to member firms as one option for complying with the proposed rule.

LinkedIn, Facebook and Social Media.

At this time, the rule does not require a reference or hyperlink to BrokerCheck from third party websites such as LinkedIn and Facebook, or any of the various investment related sites.

Registered Persons' Websites

FINRA views websites operated by registered representatives that promote the member’s business to be websites of the member firm for purposes of Rule 2210. FINRA, therefore, expects member firms to supervise such websites for compliance with Rule 2210. For example, if a registered representative includes a professional profile on a website that he or she operates and that promotes the member firm’s business, FINRA expects that the member firm will monitor any such Web page for compliance with the rule.

More Advertising Questions?  Visit FINRA's Web site:

Advertising Information for Industry Professionals

Advertising Related Notices

Tools and Resources for Complying With the BrokerCheck Link Requirements in Rule 2210

Recommendations Concerning Advertising and Promotion of Commission Discounts

Interpretive Letters

Regulatory & Compliance Alert Article Reference Guide

Need help with FINRA advertising regulations? Call nationally recognized securities attorney Mark Astarita at 212-509-6544. 30 years of FINRA Regulatory and Enforcement experience.
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