Tips For Investing Online

According to the North American Securities Administrators Association, some 200 securities firms offer online brokerage services and there are an estimated 10 million-plus online accounts.

Online firms are spending hundreds of millions of dollars on advertising to attract new customers, many who are new to investing and the stock market.

State Security Regulators offers these tips for online investing:

1. Receive full disclosure, prior to opening your account, about the alternatives for buying and selling securities and how to obtain account information if you cannot access the firm’s Web site.

2. Understand that most likely you are not linked directly to the market, and that the click of your mouse does not instantly execute the trade.

3. Receive information from the firm to substantiate any advertised claims concerning the ease and speed of online trading.

4. Receive information from the firm about significant Web site outages, delays and other interruptions to securities trading and account access.

5. Obtain information before trading about entering and canceling orders (market, limit and stop loss), and the details and risks of margin accounts (borrowing to buy stocks).

6. Determine whether you are receiving delayed or real-time stock quotes and when your account information was last updated.

7. Review the firm’s privacy and Web site security policies and whether your name may be used for mailing lists or other promotional activities by the firm or any other party.

8. Receive clear information about sales commissions and fees and conditions that apply to any advertised discount on commissions.

9. Know how to, and if necessary, contact a customer service representative with your concerns and request prompt attention and fair consideration.

10. Contact your state or provincial securities agency to (1) verify the registration/licensing status and disciplinary history of the online brokerage firm, or (2) file a complaint, if appropriate.