ProShare Advisors has issued marketing materials that explain its short and leveraged exchange-traded funds. The brochures and a Web site banner that reads "Exchange Traded Funds, Chapter 2" tout the ETFs as a simple and safe way to bet the market, noting that "unlike short selling in a margin account, you cannot lose more than you invest in ProShares." The materials explain how the ETFs can be used in a market downturn or to hedge another investment.
ProShares launched its first 12 ETFs this summer, including eight that offer to double either the returns or the inverse returns of the market. The firm is planning a road show for the fall (www.fundaction.com, 6/30) and hired Robert Holderith from UBS to head its sales efforts (www.fundaction.com, 6/23).