FINRA Seeks Comment on Modernizing Broker Communications Rule

FINRA is seeking comment on proposed changes to Rule 2210, its rule governing broker-dealer communications with the public.

The proposal is aimed at modernizing the rule for current communication practices, including social media and generative AI. FINRA says the changes would replace the current prescriptive principal pre-use approval requirement with more risk-based standards for supervising retail communications.

The notice also discusses changes to retail communication filing requirements and the standard for communications that include recommendations. Comments are due by September 11, 2026.

For traders, the issue is not only broker marketing. Rule 2210 shapes the controls firms use around platform claims, product promotions, performance content, market commentary and customer-facing educational material.

Why it matters

Retail traders now encounter broker content across apps, social channels, email campaigns, webinars and AI-assisted tools. A more flexible communications regime could reduce friction for firms, but it also puts more weight on whether supervision is strong enough for higher-risk content.

Clearer standards around recommendations and AI-assisted communications may become especially important as brokers add automated explainers, chat tools and personalized prompts inside trading platforms.

What to watch next

The comment period runs until September 11, 2026. Watch how brokers, compliance groups and investor advocates respond to the proposed risk-based approach, especially on AI, social media and communications that may look educational but influence trading decisions.