The FINRA communications rule-primarily Rule 2210-sets standards for retail, correspondence, and institutional communications about securities and related products. It requires fair, balanced presentations, appropriate risk disclosure, and supervision/approval processes. Pre-use filing may be required in limited cases. The rule underpins compliant marketing for broker-dealer-distributed insurance and annuity products.

Registered reps follow Rule 2210 when marketing securities-related products, including VAs. Firms require principal approval of retail communications and training on proper disclosures. Advisors use approved content to avoid compliance issues and maintain consistent messaging.