How to Get Insurance Advertising Rules Right
State-level rules on how insurance products may be advertised, including licensing and disclosure requirements.
Samir Haddad
What is at stake
Insurance is regulated state by state, and advertising rules cover both content and who may place it.
The playbook
- Check requirements in every state you market in
- Identify the licensed entity in advertising
- State material limitations clearly
- Keep advertising records as required
- Have campaigns reviewed before launch
Where it goes wrong
Avoid:
- Implying coverage that policies do not provide
- Omitting exclusions from claims
- Unlicensed lead generation
- One campaign across states with different rules
The numbers behind it
| Measure | Figure |
|---|---|
| State regulation | insurance is regulated primarily at state level |
| Model rules | the NAIC publishes model rules adopted by states |
| Licensing | advertising may require licensed entities and agent identification |
| Disclosures | policy limitations and exclusions must not be obscured |
Getting outside help
When to hand it over: Bring in help when marketing insurance products online.
Where this comes from
- National Association of Insurance Commissioners — Model laws
- Federal Trade Commission — Advertising FAQs: A guide for small business
The figures and practices above come from the sources listed.
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Where to go next
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