Insurance advertising must be truthful, not misleading, and comply with state regulations. Strict rules prevent deceptive marketing and protect consumers.
Broad definition includes: - Print ads (newspapers, magazines) - Broadcast (TV, radio) - Internet and social media - Direct mail - Email marketing - Websites - Business cards - Sales presentations - Promotional materials
Prohibited:
Misrepresentation of: - Policy benefits - Dividends or returns - Financial condition of insurer - Policy terms and conditions
Deceptive practices: - Unfair comparisons - Misleading headlines - Omitting material limitations - False urgency - Guarantees that don't exist
Examples - Prohibited:
"Tax-Free Returns Guaranteed!"
(Misleading - not guaranteed)
"This is NOT Insurance"
(Deceptive when it is insurance)
"$1,000,000 for Only $20/Month!"
(Omits that it's term expiring at age 40)
Must include:
Identity: - Insurer name - Producer name and license # - Contact information
Product type: - Life insurance - Annuity - Type of policy
Material limitations: - Exclusions - Waiting periods - Restrictions - Surrender charges
If illustrated: - Non-guaranteed elements - Assumptions stated - Disclaimer required
Rebating references: - Cannot advertise rebates (in most states) - No inducements beyond policy
False credentials: - No fake designations - No misleading titles - Must have actual certifications
Disparagement: - No false statements about competitors - No unfair comparisons - No defamation
Testimonials: - Must be genuine - Representative experiences - Disclosures if paid - Not misleading
Some states require: - Pre-approval of advertising - File with insurance department - Waiting period - Approval before use
Massachusetts: - File if requested - Maintain copies 4 years - Available for review
Same rules apply: - Truthful and not misleading - Required disclosures - Maintain records - Monitor content
Special considerations: - Character limits (Twitter) - Third-party posts - Comments and reviews - Endorsements
Must maintain: - Copies of all advertising - 4-5 years (varies by state) - Available for examination - Electronic acceptable
Insurance advertising must be truthful, not misleading, and comply with state regulations. Strict rules prevent deceptive marketing and protect consumers.
Broad definition includes: - Print ads (newspapers, magazines) - Broadcast (TV, radio) - Internet and social media - Direct mail - Email marketing - Websites - Business cards - Sales presentations - Promotional materials
Prohibited:
Misrepresentation of: - Policy benefits - Dividends or returns - Financial condition of insurer - Policy terms and conditions
Deceptive practices: - Unfair comparisons - Misleading headlines - Omitting material limitations - False urgency - Guarantees that don't exist
Examples - Prohibited:
"Tax-Free Returns Guaranteed!"
(Misleading - not guaranteed)
"This is NOT Insurance"
(Deceptive when it is insurance)
"$1,000,000 for Only $20/Month!"
(Omits that it's term expiring at age 40)
Must include:
Identity: - Insurer name - Producer name and license # - Contact information
Product type: - Life insurance - Annuity - Type of policy
Material limitations: - Exclusions - Waiting periods - Restrictions - Surrender charges
If illustrated: - Non-guaranteed elements - Assumptions stated - Disclaimer required
Rebating references: - Cannot advertise rebates (in most states) - No inducements beyond policy
False credentials: - No fake designations - No misleading titles - Must have actual certifications
Disparagement: - No false statements about competitors - No unfair comparisons - No defamation
Testimonials: - Must be genuine - Representative experiences - Disclosures if paid - Not misleading
Some states require: - Pre-approval of advertising - File with insurance department - Waiting period - Approval before use
Massachusetts: - File if requested - Maintain copies 4 years - Available for review
Same rules apply: - Truthful and not misleading - Required disclosures - Maintain records - Monitor content
Special considerations: - Character limits (Twitter) - Third-party posts - Comments and reviews - Endorsements
Must maintain: - Copies of all advertising - 4-5 years (varies by state) - Available for examination - Electronic acceptable