Be careful what goes in your shop window. A NSW financial adviser is counting the cost after displaying the Australian Securities and Investments Commission (ASIC) name and logo next to a reference to his Australian financial services licence.

As well as removing all reference to the regulator, the business had to publish an advertisement in a prominent newspaper clarifying its (lack of) connection to ASIC.

Still, it could have been a lot worse. ASIC Executive Director for Consumer Protection Greg Tanzer says the organisation will fiercely protect its trademark. It is also prepared to seek redress through the courts.

“Individuals should not use ASIC’s name and logo to promote their products or services,” he said. “In doing so, consumers may be led to believe that the adviser and/or the service provided has been approved or endorsed by ASIC.

“In this particular case, the financial adviser complied with ASIC’s requests, but we won’t hesitate to take court action against operators who unlawfully use our corporate identity.”