SEC fines five investment advisors for marketing rule violations

The Securities and Exchange Commission (SEC) has recently reinforced its commitment to enforcing compliance with the Amended Marketing Rule.

This rule, a cornerstone of the Investment Advisers Act of 1940, sets forth stringent guidelines for investment advisers, ensuring that their advertising strategies do not mislead investors.

The SEC’s vigilant oversight became particularly evident with the announcement of settled charges against five registered investment advisers. These firms, found to be in violation of the rule, faced substantial penalties.

Overview of the Amended Marketing Rule

The Amended Marketing Rule, adopted by the SEC on December 22, 2020, represents a significant overhaul of the regulatory framework governing the marketing activities of investment advisers.

This rule aims to modernize and streamline the previous advertising rules, addressing the evolving landscape of investment strategies and the proliferation of digital communication. It prohibits the dissemination of any advertisement that is misleading, either through false statements or material omissions.

The rule also mandates that advisers must have a reasonable basis for believing they can substantiate material statements upon demand. Furthermore, it regulates the presentation of gross performance, ensuring it is not misleading by requiring a concurrent presentation of net performance.

The rule also sets forth conditions for the use of endorsements, testimonials, and third-party ratings, alongside detailed stipulations for the portrayal of hypothetical performance, all designed to prevent investor deception.

Details of the SEC’s Charges Against Five Investment Advisers

On April 12, 2024, the SEC’s enforcement action culminated in charges against five investment advisers for contravening the Amended Marketing Rule.

The implicated firms—GeaSphere LLC, Bradesco Global Advisors Inc., Credicorp Capital Advisors LLC, InSight Securities Inc., and Monex Asset Management Inc.—collectively faced penalties amounting to $200,000.

The SEC’s investigation revealed that these entities advertised hypothetical performance to the public without implementing the necessary policies to ensure relevance to the financial situation and investment objectives of their audience.

GeaSphere LLC, in particular, was found to have committed additional violations, including the dissemination of false and misleading statements and the inability to substantiate advertised performance.

The firm also failed to maintain written agreements with endorsers, leading to a higher individual penalty.

Implications for the Investment Advisory Industry

The SEC’s enforcement of the Amended Marketing Rule carries profound implications for the investment advisory industry.

These recent actions signal a heightened regulatory focus on marketing practices, setting a precedent that demands rigorous compliance. Investment advisers are now under increased scrutiny to ensure that their marketing materials are transparent, substantiated, and not misleading to investors.

The penalties imposed serve as a cautionary tale, prompting firms to re-evaluate their advertising strategies and compliance programs. The industry must recognize the necessity of adopting robust internal policies and procedures that align with the Amended Marketing Rule’s requirements. Firms are encouraged to proactively review and, if necessary, revise their marketing approaches, particularly concerning the presentation of performance data and the use of endorsements.

Ultimately, these developments underscore the SEC’s dedication to investor protection and the importance of maintaining the highest standards of honesty and integrity in financial marketing.

Best Practices for Compliance with Marketing Rules


In light of the SEC’s stringent enforcement, investment advisers must adopt best practices to ensure compliance with marketing rules. A fundamental step is the establishment of comprehensive internal policies that address all aspects of the Amended Marketing Rule.

Firms should conduct regular training sessions for staff to reinforce the importance of compliance and the potential repercussions of violations. It is also advisable to implement a robust review process for all marketing materials, ensuring that claims are substantiated and presentations of performance are balanced and fair.

Engaging in regular audits, both internal and external, can help identify potential areas of non-compliance before they escalate into violations. Additionally, maintaining clear and detailed records is crucial, as these can be pivotal during regulatory examinations.

By embracing these best practices, investment advisers can navigate the complexities of compliance, thereby safeguarding their reputation and upholding the trust of their clients.

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