J.J.B. Hilliard and W.L. Lyons, LLC

Suggested considerations

• Compliance teams may wish to review whether advertising approval workflows are designed to identify statements that could be materially false or misleading under Advisers Act standards.
• Firms may wish to verify that marketing claims are supported by current documentation before use, especially where claims relate to qualifications, capabilities, or other material attributes.
• Teams may wish to confirm that all promotional channels, including websites, PDFs, presentations, email campaigns, and social media, are included in supervisory review.
• Firms may wish to assess whether recordkeeping processes preserve final and pre-approved versions of advertisements and the support for material claims.
• Compliance teams may wish to consider whether training for marketing and advisory personnel clearly addresses the prohibition on untrue statements of material fact in advertisements.

What changed

This publication is an enforcement order, not a new rulemaking, so it does not create new generally applicable obligations. It applies existing Investment Advisers Act advertising standards by finding that the firm violated Section 206(4) and Rule 206(4)-1(a)(5) through advertisements containing untrue statements of material fact. The order also requires a cease-and-desist remedy and imposes a $200,000 civil money penalty, payable within 10 days of the order’s entry.

Who is affected

• Registered investment advisers
• Wealth managers
• Dual registrants with advisory advertising activities
• Compliance, legal, and marketing teams responsible for adviser communications

Related regulations

• Investment Advisers Act of 1940 Section 203(k)
• Investment Advisers Act of 1940 Section 206(4)
• Rule 206(4)-1(a)(5)