SEC Revamps "Names Rule" to Counter Misleading Fund Names

Dan Nicholson

The Securities and Exchange Commission (SEC) has announced substantial amendments to the Investment Company Act “Names Rule,” targeting funds that potentially mislead investors through their nomenclature. This transformation arrives almost two decades after the rule was originally implemented and is seen as a decisive move against deceptive marketing practices in the U.S. investment fund sector.

The Essence of the Names Rule

At the crux of the Names Rule is the mandate that if a fund’s title suggests a specific kind of investment focus, it must actually invest a minimum of 80% of its assets in that area. For instance, a fund named "Tech Innovators" should predominantly hold tech-related assets.

However, there were gaps. With the surge in environmental, social, and governance (ESG) investing popularity, some funds sported eco-friendly names without aligning their portfolios with genuine green assets, a practice commonly referred to as "greenwashing."

SEC Chair Gary Gensler"A fund’s investment portfolio should match a fund’s advertised investment focus," said SEC Chair Gary Gensler.

What's New?

Expansion of the 80% Investment Policy: The revisions to the rule expand its applicability. Now, funds whose names reference broad terms like “growth” or “value,” or hint at a thematic emphasis, say, on ESG criteria, also come under this rule.

Regular Portfolio Reviews: Funds must reassess their asset alignment with their 80% investment strategy every quarter. If there's a deviation, they'll have a window of 90 days to realign.

Clarity in Naming Conventions: Any term in a fund’s name suggesting a specific investment focus must echo its plain English definition or align with established industry terminology.

Additional Reporting and Record-Keeping: Funds will have to maintain detailed records pertaining to their compliance with these naming regulations.

Phase-In Period: The rules will kick in 60 days post their Federal Register publication. Larger funds (with assets over $1 billion) have a 24-month window to comply, while smaller ones get 30 months.


With these amendments, the SEC aims to recalibrate the trust dynamics between investment funds and their patrons. By ensuring that a fund's portfolio mirrors its name, the SEC seeks to arm investors with transparent information, allowing them to make informed decisions and safeguarding them from potential marketing gimmicks or misleading claims. The ball now lies in the funds' court to adapt and realign with this revamped framework.




Dan Nicholson is the author of “Rigging the Game: How to Achieve Financial Certainty, Navigate Risk and Make Money on Your Own Terms,” deemed a best-seller by USA Today and The Wall Street Journal. In addition to founding the award-winning accounting and financial consulting firm Nth Degree CPAs, Dan has created and run multiple small businesses, including Certainty U and the Certified Certainty Advisor program.

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