Investment firms operating in the retail space are subject to strict communication guidelines, particularly when it comes to disclosing background information about their registered representatives. One such requirement is found in FINRA Rule 2210(d)(8), which mandates the inclusion of a readily apparent reference and hyperlink to FINRA BrokerCheck on certain webpages viewed by retail investors.
This rule is designed to promote transparency and investor protection by ensuring that retail clients have easy access to background information about firms and registered professionals. Below, we explain the rule’s requirements and outline practical ways for firms to comply.
When the Rule Applies
FINRA Rule 2210(d)(8) requires that a BrokerCheck reference and hyperlink be included on:
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The initial web page that the firm intends for retail investors to view; and
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Any webpage that includes a professional profile of one or more registered persons who conduct business with retail investors.
These requirements are not limited to firm homepages. They apply broadly to online materials that are intended to engage or inform retail clients.
What “Readily Apparent” Means
To meet the “readily apparent” standard, FINRA expects firms to take the perspective of a reasonable retail investor. This includes attention to the following three elements:
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Placement
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The link should be visible as soon as the page loads, without requiring significant scrolling.
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If the page does require scrolling, there must be clear indicators that additional information lies below.
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The link should not be hidden in dense paragraphs or buried in footnotes.
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Font Size
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The hyperlink and its description must use a font size that is consistent with the other key text on the page.
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Using smaller or harder-to-read fonts undermines visibility and fails the “readily apparent” standard.
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Font Color
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The hyperlink text must clearly contrast with the background of the webpage.
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A link that blends into the page design or is difficult to distinguish will not meet the rule’s requirements.
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Importantly, FINRA has made clear that simply placing the link in a website’s footer does not satisfy the rule in most cases.
Tools and Guidance from FINRA
To assist with compliance, FINRA has created a set of optional tools and resources. These include:
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Step-by-step instructions for linking to BrokerCheck
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Tools for creating direct links to a specific firm’s or individual’s BrokerCheck profile
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A customizable BrokerCheck widget that allows users to search for individuals within a specific firm without leaving the firm’s website
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Raw graphical files and customization tools that registered representatives can use to promote their BrokerCheck profiles
Sample Language and Hyperlink Options
FINRA suggests using the following sample language for hyperlinks (though it is not mandatory):
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Check the background of this firm on FINRA’s BrokerCheck.
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Check the background of this investment professional on FINRA’s BrokerCheck.
This language is simple and effective, and it aligns with the spirit of Rule 2210 by providing transparency in a user-friendly way.
Creating Direct Links to BrokerCheck Profiles
While the rule only requires a general link to BrokerCheck, firms may benefit from creating direct links to specific CRD profiles. To do this, firms must know the CRD number for the firm or individual.
Here’s how the link structure works:
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For a firm with CRD number 12345:
https://brokercheck.finra.org/firm/summary/12345 -
For an individual registered representative with CRD number 12345:
https://brokercheck.finra.org/individual/summary/12345
These direct links improve access for investors and demonstrate a firm’s commitment to transparency and regulatory best practices.
Why It Matters
Compliance with FINRA Rule 2210(d)(8) is not just about following the rules—it is about earning trust. Retail investors rely on clear, accessible information when deciding where to invest and whom to work with. BrokerCheck offers a window into the professional histories of firms and representatives, including any past disclosures, disciplinary actions, or regulatory findings.
Firms that fail to provide “readily apparent” access to this resource risk regulatory scrutiny and may undermine their relationships with clients.
Final Thoughts
Firms should take a proactive approach to complying with FINRA’s BrokerCheck link requirements by reviewing their public-facing websites through the lens of a retail investor. Is the BrokerCheck link easy to see? Is the font legible and the location prominent? Does it clearly direct the user to relevant information?
These are simple questions, but they carry weight under Rule 2210.
For investment firms, financial professionals, and compliance officers seeking assistance with regulatory communications or defending against FINRA inquiries, contact Bakhtiari & Harrison for guidance.