The CFP Board launched its first-ever national awareness campaign in April 2011 with the aim of increasing brand recognition of CFP as a guarantor of quality in the often-confusing field of financial services.

"Just about anyone can use the term 'financial planner,' " the board's chief executive, Kevin Keller, said in a news release announcing the "Let's Make a Plan" campaign. "But only those individuals who have passed a rigorous set of criteria and meet our strict ethical qualifications can call themselves a CFP professional," he added.

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