General prohibition: lack of reasonable basis for material statements of fact
An advertisement may not include a material statement of fact that the adviser does not have a reasonable basis for believing it will be able to substantiate upon demand by the Commission.
What violations look like
As the #1 wealth manager in the Pacific Northwest, we help families plan for retirement.
Why it's flagged: "#1" is a superlative without a disclosed third-party source, period, or methodology — there is no reasonable basis a reader can verify.
A boutique wealth manager serving families in the Pacific Northwest.
Trusted by 500+ families since 2002.
Why it's flagged: A numeric claim still requires substantiation. The reader needs to know the count is real and current — your books and records should support it as of a stated date.
Trusted by 500+ client households as of December 31, 2025.
Our personalized investment plans have helped clients achieve their dreams of early retirement and lasting generational wealth.
Why it's flagged: Promises specific client outcomes without substantiation reads as an implied performance guarantee.
Our planning process addresses retirement, education funding, and estate considerations.
Run Rule 206(4)-1(a)(2) on your own copy.
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