View: E*Trade's E*tack ads

Course change as new campaign directly targets broker; baby not thrown out with the bathwater

Feb 7, 2013 @ 11:13 am (Updated 3:44 pm) EST

E*Trade has launched a series of television advertisements that rip the financial advice industry. In the campaign, the online brokerage slams financial advisers for several reasons, including high fees, conflicts of interest and hidden fees in retirement plans. Will the commercials help boost business for the struggling discount broker? Who knows. But the spots are sure to boost brokers' animosity toward the company.

E*Trade: High adviser costs

E*Trade: Conflict of interests

E*Trade: Retirement plan fees