Austin: Read the rule - it lays out the requirements to be a fiduciary. It can be complex, but it's been being discussed for about 7 years now - no lack of information out there about it.
And it is possible that if you recommend to a friend that they sell investments and close an account, you could (if you meet the few other requirements) be a fiduciary.
Seyfarth Shaw's summary is (emphasis mine):
The general rule is that a person is a fiduciary if the person provides recommendations or advice for a fee (MoJo comment - whether direct or indirect!) regarding:
the advisability of acquiring, holding, disposing or exchanging plan or IRA assets. This includes a recommendation as to taking a distribution from a plan or making a rollover to an IRA;
the management of such assets, including assets rolled over or otherwise distributed from a plan or IRA to another plan or an IRA; or
an appraisal, fairness or similar statement, verbal or written, with respect to the value of such assets in regard to a specific transaction(s) involving the acquisition, disposition or exchange of such assets by the plan or IRA;
Another good summary is here: https://www.whitecase.com/publications/alert/dol-issues-final-fiduciary-rule-defining-investment-advice-under-erisa-and-code
And another (attached as a pdf)
And of course, the source: https://www.dol.gov/agencies/ebsa/laws-and-regulations/rules-and-regulations/completed-rulemaking/1210-AB32-2
As I said in a previous post, the ROBS promoters I've seen actually do "promote" the use of plan/IRA money - which is a recommendation to sell.
My employer has spend 3 years and MILLIONS of dollars to ensure we are in the right place. In some instances, we have morphed to ensure we aren't a fiduciary (and to ensure the advisors who bring us business are paid a "fee" instead of a "commission" to meet certain exemptions for them and us), and in others, we have chosen specifically to be a fiduciary. Case in point - our outbound call center - where we deal with large balance vested terms and ask if we can help them establish an IRA for a rollover of plan balances. WE MAKE NO SPECIFIC INVESTMENT RECOMMENDATIONS. WE CHARGE NO FEE FOR THAT SERVICE (but indirectly will make money off of an IRA we open). Both internally, and Groom law have concluded that makes us a fiduciary - so we accepted that are are now a fiduciary with respect to that activity (and FINRA licensed all those reps to better be in compliance). Schwab (a former employer) took the other approach and disbanded their outbound efforts to capture rollovers (and rumor has it, shopped around to sell their retirement services business - because they are in the game for the rollovers).
'nuff said.
Whos-a-Fiduciary-Now.pdf