Fancy yourself an extreme sports type? How about taking those kinds of risks with your money? The CFP Board's newest ad campaign wants people to think about that — hard — before they do.
Its effort comes as the ongoing battle over the adoption of a loophole-free fiduciary standard drags on, marked most recently by a leaked White House memo that finally drew the general public's attention to the issue.
The CFP Board's new advertising campaign points out the dangers of working with a financial advisor who isn't bound by high standards — the CFP certification, of course — by showing people with extreme hobbies, like diving with sharks or crossing a canyon on a tightrope, who willingly take risks in some areas of their lives but not with uncertified advisors.
Recommended For You
The TV ads – advertising firm Arnold Worldwide Inc. is behind the creative work – feature consumers accepting financial advice from someone who looks and acts like a financial advisor, but who has no qualifications to provide financial advice. "If they're not a CFP pro, you just don't know," the spot concludes, and urges consumers to find vetted CFPs.
This is the fifth year of the CFP Board's Public Awareness Campaign to get the public's attention and acquaint it with the CFP certification. The campaign includes a mix of advertising, marketing and public relations across television, print and the Internet, and will run in national outlets as well as in sponsorship messages on National Public Radio.
While much of the battle over a fiduciary standard has been fought behind closed Washington, D.C., doors, the CFP Board's campaign has slowly but steadily made inroads with the public, rising from a 17 percent unaided awareness segment in 2011, when it began, to its current 30 percent.
© 2025 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.
