As of October 12, 2026.
Broker-dealers: what FINRA says
FINRA addressed social media in Regulatory Notice 10-06, Guidance on Blogs and Social Networking Web Sites, dated January 25, 2010. The notice separates two kinds of content. On static content, it says "a registered principal of the firm must approve all static content on a page of a social networking site." On interactive content, it says "firms are not required to have a registered principal approve these communications prior to use," and that "firms must supervise these interactive electronic communications." On records, the notice says a firm "must first ensure that it can retain records of those communications." FINRA's current Social Media page keeps the same split: "Most static material must be approved by a registered principal prior to use," while "Interactive material does not require principal approval prior to use if it is supervised" in the manner the page describes. On retention, the page says "These records must be preserved for a period of not less than three years."
SEC-registered investment advisers: what the SEC says
For advisers, the relevant text is the Marketing Rule, adopted in Release No. IA-5653, Investment Adviser Marketing. The SEC announced it on December 22, 2020, and the release says "This rule is effective May 4, 2021." In footnote 50, the SEC wrote that "Other content that offers or promotes the adviser's services on an adviser's own website or social media page" "would likely meet the definition of "advertisement" under the final rule." The release also covers content other people post. It says "An adviser "adopts" third-party information when it explicitly or implicitly endorses or approves the information," and that "an adviser may have "entangled" itself in a third-party communication." FINRA's guidance above is written for broker-dealer member firms and their associated persons. The Marketing Rule is written for SEC-registered investment advisers. A firm registered both ways reads both.
Comments, likes and other people's posts
Both regulators address what happens around a post. FINRA's notice says "As a general matter, FINRA does not treat posts by customers or other third parties as the firm's communication with the public subject to Rule 2210." It adds: "Under certain circumstances, however, third-party posts may become attributable to the firm," depending on whether the firm "involved itself in the preparation of the content" or "explicitly or implicitly endorsed or approved the content." The SEC's release says "if an adviser merely permits the use of "like," "share," or "endorse" features on a third-party website or social media platform, we would not interpret the adviser's permission as implicating the final rule." It continues that if the adviser takes "affirmative steps" to "endorse or approve the comments, or to edit posted comments," "those comments would be attributed to the adviser." Cue Studio prepares videos for advisors but does not post on anyone's behalf; advisors publish through their firm's process.
This is general information, not legal advice.