JOBS Act won’t mean mass marketing for hedge funds

By Lawrence Delevingne

Mon Apr 9, 2012

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As the industry mulls the new rules, big funds aren’t excited. No sponsored golf tournaments on the way, say managers.

  An imaginary view of Times Square. Managers and attorneys say mass advertising by hedge funds is unlikely to become a reality anytime soon.

Hedge funds are on the cusp of being allowed to advertise for the first time, thanks to President Obama signing the Jumpstart Our Business Startups—or "JOBS"—Act. Elite lawyers are calling it a " fundamental change in the nature of private fund offerings" and industry observers are speculating that there could be television ads on CNBC by Bridgewater Associates and Och-Ziff Capital Management Group or a basketball arena named after D.E. Shaw.

Not so fast.

While hedge funds will technically be permitted to do almost anything that doesn’t violate anti-fraud rules, it’s unlikely they will dramatically alter how they market themselves, especially the brand names that investors are already clamoring to invest with.

"It’ll change things at the margin, but it won’t...

ISSN: 2151-1845 / CDC10004H

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