Effective as of June 30, 2020, Reg BI reinforces the broker-dealer's obligation to act in the best interest (BI) of a retail customer at the time the recommendation is made.
Rule 206(4)-1 under the Investment Advisers Act of 1940, also know as the Marketing Rule, contains the principles-based general prohibitions that apply to an RIA's advertisements. Its purpose is to protect investors by way of regulating marketing practices, which helps reduce instances of market manipulation.
When it comes to day-to-day tasks for advisors, a consideration for this rule has to be taken into account when presenting recommendations to a client or prospect (i.e. presenting performance figures, including certain disclosures, and maintaining records of any and all presentations). It's important to familiarize with where the Rule applies to your daily tasks so you (or your firm) can embed compliance practices proactively.
Learn more about SEC Marketing Rule