17 pages. "[C]hallenges in five areas contribute to firms and registered representatives at times compromising the quality of service they provide to customers as well as contribute to compliance and supervisory breakdowns ... [1] Irrespective of whether a firm must meet a suitability or fiduciary standard, FINRA believes that firms best serve their customers -- and reduce their regulatory risk -- by putting customers' interests first.... [2] Firms must protect their culture against individual bad actors, as well as firm-wide behaviors that can gradually erode that culture.... [3] A firm's systems of supervision, risk management and controls are essential safeguards ... [4] [T]he sales of novel products and services remain a regulatory flashpoint ... [5] FINRA underscores the importance of firms moving to identify and mitigate conflicts of interest."  MORE >>