Finfluencers: New Marketing Strategies Meet Existing Compliance Obligations

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Financial social media influencers—or finfluencers—are growing in popularity as a cheap way to reach a new generation of investors. But using these individuals to promote a firm its products or services comes with risks, as revealed by the results of a recent targeted review of FINRA member firm practices in the space.

On this episode, Ira Gluck, senior director of Advertising Regulation, and Melissa Turitz, a director with FINRA Enforcement, dig into the results of the finfluencer target review, the risks and regulatory requirements around this newer form of advertising and share some best practices for firms looking to make use of social media influencer programs.

Resources mentioned in this episode:

Reg Notice 17-18: Guidance on Social Media and Business Communications

February 2023 Finfluencer Sweep Update

Rule 2210 – Communications with the Public

Press release – March Finfluencer Enforcement Action

April Finfluencer Letter of Acceptance, Waiver and Consent (AWC)

Gen Z and Investing: Social Media, Crypto, FOMO and Family (Research Report)

Episode 134: A Look at the Attitudes and Behaviors of the Youngest Investors

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