As a professional market observer, you know that the marketing departments are sometimes very creative when it comes to the name for a fund. This is especially true in the segment of sustainable investment themes. But can retail investors distinguish between a marketing driven fund name and the reality of investment portfolio? I don’t think so. The fact that misleading fund names might be used to attract retail investors money should a concern for market watch dogs, since these investors are often not able to understand the language used in the respective sales documents and/or can’t evaluate if the portfolio

In the good old days, the name of a mutual fund gave investors a clear hint about the investment objective and/or strategy of the fund. Unfortunately, these days are over, and fund names have become another tool in the toolbox for product marketing. This means that product managers are seeking fund names which are catching the interest and, with this also, the money of investors. To achieve this, fund names often include buzzwords which are related to a market and/or investment trend. Therefore, it is no surprise that regulators around the world have begun to increase the pressure on the