Understanding FINRA Compliance and Marketing Content Approval
When it comes to marketing in the financial services industry, one of the most common questions advisors and firms ask is:
“Is there such a thing as FINRA-approved content?” – SafeMoney.com Advisor Member Compliance Letter
The answer is important for any professional operating under a Broker-Dealer (BD) or a Registered Investment Advisor (RIA), especially those who want their communications to be compliant, effective, and trusted.
In this article, we’ll explain how FINRA compliance actually works for marketing content, what standards must be followed, and how financial professionals can create content that aligns with both FINRA guidelines.
Does FINRA Approve Content?
No, FINRA does not pre-approve marketing content for general use.
Instead, FINRA issues rules and guidance that define how communications with the public must be presented. These rules are designed to protect consumers and maintain trust in the financial services industry.
Key points from FINRA regulations (such as Rule 2210) require that content must:
- Be fair and balanced
- Not omit material information
- Avoid exaggerated, misleading, or promissory statements
- Include appropriate risk disclosures
- Clearly distinguish between fact and opinion
Although FINRA sets the framework, it does not act as an approval body for everyday advisor or firm marketing content. Responsibility for compliance falls directly to the firm itself — your Broker-Dealer or RIA.
Who Approves Marketing Content?
Approval of marketing materials is the responsibility of your Broker-Dealer or RIA.
If you are affiliated with a Broker-Dealer, you must submit your communications to the firm’s advertising compliance department. They will review your material to ensure it meets FINRA’s guidelines and any internal policies your firm has put in place.
If you are an RIA-only advisor (not affiliated with a BD), your content must still comply with SEC regulations and state regulations depending on your firm’s registration, but it will be your RIA’s compliance officer or department that reviews and approves your marketing.
Important Distinction: FINRA vs. SEC vs. RIA Rules
Understanding the difference between compliance bodies is crucial:
- FINRA governs communications involving registered representatives of Broker-Dealers.
- SEC and state regulators govern marketing by Investment Adviser Representatives (IARs) and RIAs.
- Hybrid advisors (those affiliated with both an RIA and BD) must meet both sets of standards.
In short, you must always follow the rules that apply based on your licenses and your firm’s supervision.
How to Create FINRA-Compliant
If you want to produce compliant marketing materials that also perform well online, here are some best practices:
1. Focus on Education Over Promotion
Content that educates readers builds trust, aligns with FINRA rules, and supports Google’s EEAT expectations.
Tip: Provide balanced insights. Discuss potential benefits and risks honestly.
2. Be Clear and Accurate
Avoid exaggerated claims (“guaranteed returns” or “safe investments”) and make sure your statements are backed by data or appropriately qualified.
Tip: Use language like “may provide benefits” instead of promising results.
3. Include Disclosures
If you mention specific financial products, performance, or comparisons, always include the necessary risk disclosures.
Tip: Your BD or RIA should provide standard disclosure templates you can add easily to blogs, emails, and other content.
4. Maintain a Professional Tone
Use clear, direct language suitable for a professional financial audience. This increases trust and reduces regulatory scrutiny.
5. Keep Content Updated
Financial rules, regulations, and market conditions change. Google and regulators expect information to stay current.
Common FINRA Compliance Red Flags in Marketing Content
To avoid problems, steer clear of:
- Promising guaranteed results (unless explicitly referring to products with guarantees backed by claims-paying ability, such as fixed annuities)
- Omitting key risks
- Using superlatives (“the best,” “the safest”) without context
- Lack of required disclosures when referencing products or performance
- Testimonials or endorsements without proper disclosures (for RIAs under SEC rules)
Conclusion: Stay Compliant, Build Trust, and Grow
While there is no such thing as universal “FINRA-approved” marketing content, it’s absolutely possible — and necessary — to create communications that are compliant, trustworthy, and powerful.
Always remember:
- FINRA sets the rules.
- Your BD or RIA approves your content.
- Your goal should be to educate, not exaggerate.
By focusing on clarity, balance, and transparency, you can meet both regulatory standards and Google’s demand for trustworthy content — positioning yourself as a credible voice in the crowded financial marketplace.
Final Thoughts & Compliance Consideration
SafeMoney.com provides educational resources designed to help consumers better understand retirement strategies, annuities, and related financial products. The platform makes it clear that it does not offer financial, legal, or investment advice, and includes disclaimers to reflect that position.
However, it’s important to understand:
- FINRA does not pre-approve content.
Instead, it sets communication standards to ensure information is fair, balanced, and not misleading. - Approval is the responsibility of your firm.
If you’re affiliated with a Broker-Dealer (BD) or Registered Investment Advisor (RIA), any marketing or educational content you use — including from SafeMoney.com — must be reviewed and approved by your firm’s compliance department. - Use content responsibly.
Even well-intentioned educational materials must be vetted to ensure they align with FINRA Rule 2210 and your firm’s advertising policies, especially if you are using them in client-facing communications.
Bottom line:
SafeMoney.com can be a valuable resource, but as a financial professional, you are ultimately responsible for ensuring your use of any third-party content meets your firm’s compliance standards.
When in doubt, submit it for review. It’s better to be safe — and compliant — than sorry.
Need Help Creating FINRA-Compliant Content?
If you need help writing content that’s designed for approval by your compliance department and optimized for SEO success, we can help. Reach out today to learn more about our custom content services for financial professionals.
Quick Summary:
There’s no universal “FINRA-approved” stamp — it’s up to your BD or RIA to approve content and ensure it follows FINRA (or SEC/state) regulations.
If needed, We can help rewrite content to be more compliance-friendly or prep a version that’s ready to be reviewed internally. Just let me know!
Need Help Creating FINRA-Compliant Content?
If you need help writing content that’s designed for approval by your compliance department and optimized for SEO success, we can help. Submit our SafeMoney.com Advisor Member Compliance Letter to your BD or RIA & Reach out today to learn more about our custom content services for financial professionals.
