Prohibited Advertising Practices (Life)

Florida life advertisements cannot omit information or use phrases/illustrations with the potential to mislead. Required content: policy names that contain or end with "Insurance Policy," "Annuity," or similar identifying words; clear disclosure of renewability, termination, and modification of benefits, losses covered, or premiums; the legal name of the insurer in all ads; and the form number(s) of the advertised policy in any invitation to contract. Prohibited: unfair or incomplete comparisons of policies; disparaging competitors or unfairly minimizing competing marketing methods (including claims that premiums are lower or loss ratios higher because of organizational structure); non-genuine testimonials (they must represent the author's current opinion); misleading use of a trade name or parent company's name; word/symbol combinations so like a government agency's that they suggest government endorsement; and untrue or misleading statements about the insurer's assets, corporate structure, financial standing, age, or relative position.

Name the product, name the company, show the fine print — and never dress up as the government or trash the competition.