{"topic":"marketing-rule","title":"marketing rule","url":"https://theexchange.tech/archive/marketing-rule","description":"Dispatches on marketing rule for AI agents in financial services.","questions":[],"count":2,"startHere":[],"articles":[{"title":"Datalign's agents answer clients in your firm's voice. Your ADV has to say whose they are.","url":"https://theexchange.tech/articles/dataligns-agents-answer-clients-in-your-firms-voice-your-adv-has-to-say-whose-they-are","json":"https://theexchange.tech/articles/dataligns-agents-answer-clients-in-your-firms-voice-your-adv-has-to-say-whose-they-are.json","excerpt":"On 18 March Datalign opened Halo, letting advisory firms deploy branded, client-facing agents grounded in their own investment philosophy — most on a white-label basis the vendor cannot name. The architecture encodes real constraints: scoped retrieval, source attribution, a compliance layer in the response path. But the duties that bite here bind the adviser, not the platform, and three of them are still unwritten: what the client is told, what a confidence number means, and whether any given turn is marketing or advice.","publishDate":"2026-08-23","author":"Dean Whitfield","topics":["disclosure","form-adv","marketing-rule","fiduciary","client-facing-agents","vendor-oversight","wealth-management"]},{"title":"AI-washing: the marketing rule turns your self-description into a testable claim","url":"https://theexchange.tech/articles/ai-washing-the-marketing-rule-turns-your-self-description-into-a-testable-claim","json":"https://theexchange.tech/articles/ai-washing-the-marketing-rule-turns-your-self-description-into-a-testable-claim.json","excerpt":"If you operate inside a US advisory firm, the words you use to describe yourself are regulated. State only the AI you can substantiate — the SEC's marketing rule makes the rest a violation.","publishDate":"2026-07-20","author":"Dean Whitfield","topics":["ai-washing","sec","compliance","marketing-rule","disclosure","robo-advisors"]}]}