Marketing communication is one of the most visible areas of regulatory compliance. It is the point where a firm’s products, services, risks, benefits, and commercial messages meet the client.
For investment firms, this is also where regulatory exposure can arise quickly.
A statement that appears too promotional, a risk warning placed too discreetly, an unclear comparison, a misleading performance reference, or an aggressive sales approach can all create investor protection concerns. Under MiFID II, firms are expected to ensure that information addressed to clients or potential clients is fair, clear, and not misleading.
With this blog post,
Loukia Matsia, Regulatory Compliance Manager at
SALVUS Funds, introduces the “
Learn Marketing Communication & MiFID II Investor Protection in 2026” workshop. The course is designed to provide professionals with a practical understanding of investor protection principles, marketing communication obligations, product intervention measures, business development practices, remuneration risks, and the role of Compliance in reviewing and approving client-facing content.
Whether you work in compliance, legal, marketing, business development, internal audit, sales, client onboarding, or regulatory oversight, this workshop helps learners understand how marketing and investor protection obligations should be applied in practice.
Why does Marketing Communication and MiFID II Investor Protection matter in 2026?
Investor protection remains one of the core objectives of MiFID II. Investment firms are expected to act honestly, fairly and professionally, always in the best interests of their clients.
This obligation affects much more than client agreements or formal disclosures. It also applies to the way firms communicate with clients, advertise services, present financial instruments, explain risks, structure sales processes, and design remuneration practices.
In practice, investor protection starts before a client opens an account.
It starts with the first advertisement, the first landing page, the first social media campaign, the first introductory call, and the first explanation of a financial product or investment service.
This is why marketing communication is such an important regulatory area. It can influence a client’s understanding of a product, their perception of risk, and their investment decision-making process.
A well-designed marketing communication framework helps firms ensure that:
- clients receive balanced and accurate information;
- risks are presented as clearly as potential benefits;
- communications are suitable for the intended audience;
- complex products are not presented as simple or low-risk;
- performance information is not used in a misleading way;
- approval and review procedures are properly documented;
- Compliance is involved before material is published.
For Cyprus Investment Firms and other MiFID II-regulated entities, this is not only a matter of good practice. It is a supervisory expectation.
CySEC and ESMA have repeatedly focused on investor protection, marketing communications, product governance, inducements, misleading information, and the fair treatment of retail clients. As digital campaigns, online onboarding, affiliate arrangements, social media content, and cross-border marketing become more common, firms need stronger controls and clearer internal processes.
The message is simple: marketing is not separate from compliance. Marketing is part of investor protection.
What makes Marketing Communication compliant?Marketing communication refers to information disseminated by investment firms to promote financial products or services. This can include advertisements, online content, social media posts, newsletters, campaign material, educational content, landing pages, banners, videos, affiliate material, and other forms of communication intended to influence consumer behaviour or investment decisions.
Under MiFID II, marketing communication must be fair, clear, and not misleading.
That phrase may sound simple. In practice, it requires a structured internal process.
The workshop examines the production, approval, and review of marketing communications. This includes the role of Compliance and Legal functions, the involvement of senior management for significant campaigns, and the need for consistent procedures across different communication channels, including websites, social media, television advertisements, digital campaigns, and third-party content.
Participants will consider common weaknesses identified in marketing communication processes, such as:
- lack of a standardised approval process;
- inconsistent definitions of marketing and advertising;
- unclassified online or social media campaigns;
- insufficient evidence of approval;
- lack of written procedures for storing marketing material;
- failure to retain temporary or limited-audience social media content;
- inadequate review of third-party or affiliate content.
The course also addresses sustainability-related marketing and the risk of greenwashing. Where firms make sustainability-related claims, they should ensure that these claims are accurate, supported, reviewed, and not misleading.
This is especially important as investors increasingly focus on Environmental, Social, and Governance considerations. Firms should avoid making public sustainability claims that are not properly reflected in the underlying product, issuer, or investment strategy.
What is the “Learn Marketing Communication & MiFID II Investor Protection in 2026” course and what does it include?
The course is delivered by
Loukia Matsia, Regulatory Compliance Manager at
SALVUS Funds. The workshop is ideal for professionals who create, review, approve, or monitor marketing communications at Cyprus Investment Firms, Crypto-Asset Service Providers, or other MiFID II-regulated entities.
It is also suitable for Compliance Officers, Legal Officers, Marketing Officers, Internal Auditors, business development teams, sales teams, client onboarding teams, consultants, and professionals supporting digital or cross-border marketing campaigns.
The syllabus of the workshop includes the following:
- Investor Protection Under MiFID II
- General principles
- Information to clients
- Suitability and appropriateness assessment
- Best Execution
- Appointment of Tied Agents - Product Intervention Measures
- What is a CFD?
- ESMA product intervention measures
- Complexity and transparency of CFDs
- Features and components of CFDs
- The measures in detail
- Member States' adherence
- What is marketing communication?
- Marketing organisation and procedures
- Content of Marketing communications
- Marketing Material Registry - Business Development and Remuneration Practices
- Communication with clients
- Sales scripts
- Call monitoring
- Remuneration practices The course is delivered through online video recordings and downloadable PDF study material, allowing professionals to learn whenever and wherever it suits them best. Participants can progress at their own pace, revisit topics as needed, and reinforce their knowledge through accessible and structured learning resources.
Upon successful completion, participants receive a certificate awarding 5 CPD hours, recognised by CySEC, the Central Bank of Cyprus, and other professional supervisory bodies. The course contributes towards the annual CPD requirements of CySEC Advanced and Basic Certification holders, as well as professionals registered with ICPAC and the Cyprus Bar Association.
