Compliance · Communications
FINRA Advertising Rules
FINRA advertising rules are the FINRA rule set, centered on Rule 2210, that governs how broker-dealers communicate with the public and institutions. The core rule is 2210, which sorts communications into retail, correspondence, and institutional categories. Related rules cover gifts, specific product types, and how firms separate marketing from research.
Need this reflected in your content strategy? See how we handle compliance across content
FINRA advertising rules are not one rule. The center of the set is Rule 2210, which classifies every written communication as retail, correspondence, or institutional and sets the approval and filing burden for each. Around it sit narrower rules for specific products and practices.
| Rule | What it covers |
|---|---|
| 2210 | Communications with the public: the retail, correspondence, and institutional categories |
| 2212 | Investment company rankings used in retail communications |
| 2213 | Bond mutual fund volatility ratings |
| 2216 | Collateralized mortgage obligation communications |
| 2220 | Options communications |
| 3220 | Gifts and gratuities to employees or representatives of another person, in relation to that employer's business |
The landscape in practice
Most firms only need to think hard about three things: which 2210 category a piece falls into, whether a product-specific rule like 2212 or 2220 adds an extra filing step, and whether anything of value changing hands with another firm's employee stays under the 3220 gift limit.
What this means for your marketing
Classify before you write, not after. Knowing whether a piece will be retail, correspondence, or institutional determines the approval path and should shape the brief before a single word is drafted.
Product-specific rules stack on top of 2210. A fund ranking, an options explainer, or a CMO pitch is still a retail communication first, then subject to that product's own filing rule on top.
Gifts and marketing sit in the same compliance file. A branded gift over the $300 annual limit under Rule 3220 creates the same kind of recordkeeping exposure as an unapproved retail communication.
Keep an ad review log across all of it. One log tracking what was submitted, who approved it, and when it was filed makes it far easier to answer a FINRA request across every rule in this set, not just 2210.
Common questions
Primary sources
- FINRA, Advertising Regulation-Related Rulesrules covered by the Advertising Regulation Department
- FINRA Rule 3220, gifts and gratuitiesannual gift limit
Related terms
Daniel Schoester
Founder & CEO
Daniel Schoester is the founder and CEO of Croton Content, a video-first AEO, SEO, and GEO agency exclusively for financial brands.
He holds an Honours Bachelor of Business Administration in finance and began his career writing for financial publishers, with bylines at Forbes Advisor, The Average Joe, Hardbacon, MoneyWise, money.ca, Loans Canada, WealthRocket and Canadian Mortgage Trends. His content at a prominent Canadian mortgage website quadrupled monthly traffic to over one million views.
He founded Croton Content in 2022 to build evergreen content assets for financial brands, then expanded into YouTube in 2024 after studying Google's shift toward video in search. His client work has influenced more than $1M in revenue and drawn over 5M views. In March 2026, Otterly.AI named him one of 33 global AI Search Top Voices.
Canadian by nationality, he lives in Lisbon, Portugal, speaks in person across Europe and works remotely worldwide.
Educational information only. This is not legal or compliance advice. Confirm current requirements with your compliance officer and the primary sources above.