Health Insurance Advertising (F.S. 626.9531; 69O-150, F.A.C.)

Ads must identify themselves as relating to insurance products, and soliciting agents must identify themselves as agents for identified insurers. Prohibited: exaggeration words — "all," "full," "complete," "comprehensive," "unlimited," "up to," "as high as"; describing limitations as positives (a waiting period as a "benefit builder"); and — for hospital-confinement benefits — "tax-free," "extra cash," "extra income," "extra pay" phrasing that implies profiting from hospitalization. Limited policies must state prominently: "THIS IS A LIMITED POLICY" (or "CANCER ONLY," "AUTOMOBILE ACCIDENT ONLY," "NURSING HOME COVERAGE ONLY"). Invitations to contract must disclose exceptions, reductions, limitations, and any waiting, elimination, or probationary period — and never use "preexisting condition" without defining it. Association-membership invitations require a separate, separately signed application with membership fees shown apart from premium. Agent-created ads require insurer approval; each insurer keeps a complete home-office advertising file for four (4) years or until its next regular report/examination, whichever is longer. NOT advertisements: training/education materials, internal communications, and negotiation correspondence with a prospective group policyholder. Also banned: unfair or incomplete comparisons, disparaging competitors, government-agency lookalikes, non-genuine testimonials, and misleading statements about the insurer's assets, structure, standing, or age.

Say what it is, say what it isn't, in plain negative terms — and keep every ad on file for four years.