meta_id 3312962

On July 9, 2026, the Financial Industry Regulatory Authority (FINRA) published Regulatory Notice 26-14, requesting comment on proposed amendments to Rule 2210 (Communications with the Public). The proposal aims to modernize FINRA's communications framework to reflect evolving practices, including increased social media use and advances in generative artificial intelligence (AI). The comment period closes on September 11, 2026. The proposal replaces FINRA's prescriptive principal pre-use approval requirement for retail communications with a modernized, risk-based supervisory standard. Rather than requiring approval of all retail communications before use, members would establish written procedures appropriate to their business size and structure to determine which communications require principal pre-use approval. These procedures must be reasonably designed to ensure compliance with applicable content standards. When procedures do not require pre-use review of all retail communications, members must provide associated person education and training, document such training, and implement surveillance to ensure adherence. FINRA proposes eight risk-based factors for members to consider: product complexity, preparer qualifications, whether communications make recommendations or promote products, affiliate or third-party involvement, audience tailoring, performance data inclusion, distribution method, and history of communication concerns. The proposal eliminates distinctions between static and interactive social media content, recognizing that risks depend on factors beyond interactivity, such as financial influencer qualifications and conflicts of interest. For AI-generated communications, the proposal addresses practical challenges by allowing flexible supervisory approaches while maintaining substantive content standards. Additional proposed changes include modifying new member filing requirements to begin from the date of first filing rather than membership effective date, permitting registered investment company performance comparison communications to be filed within ten business days of first use rather than pre-use, and aligning broker-dealer recommendation standards more closely with investment adviser standards by replacing specific disclosure requirements with a general fair-and-balanced presentation standard. FINRA anticipates the proposal would reduce operational burdens for members while maintaining investor protections through unchanged substantive content standards. Members may continue requiring pre-use approval of all communications if preferred. Comments should be submitted through FINRA's online comment form, email, or mail to Jennifer Piorko Mitchell, Office of the Corporate Secretary, FINRA, 1700 K Street, NW, Washington, DC 20006.