Recent Regulatory Guidance from the SEC on the Use of Social Media
Broker-dealers and investment advisors face a variety of legal and compliance ramifications resulting from the expanding use of social media for business purposes. It is now commonplace that an entity or individual in the securities industry will employ a combination of social media platforms including Facebook, Twitter, YouTube and LinkedIn to market and network with their investors and potential investors. For example, an investment advisory firm may establish its own Facebook page where industry-related information may be posted, an investment advisor may “tweet” investment and wealth management strategies, or a registered representative may present his experience, licensures or his own opinions on trending stocks on his LinkedIn page.
Both the SEC and FINRA have now clearly articulated that the use of social media and its contents by regulated financial entities or individuals is not exempt from pre-existing compliance and regulatory requirements, the latter of which we previously blogged on. Click here for prior blog post. This is so despite the challenges faced when these new “in the moment” marketing channels meet recordkeeping and retention requirements and compliance regulations designed to protect investors. These challenges include ensuring compliant content of communications on platforms that are designed for spontaneous interchange, a firm’s determination and monitoring of “personal” versus “business” use by its registered representatives and employees, and regulating third-party content and contributions to a regulated-entities’ social media platform.