1. A. In selling or offering to sell funeral goods or funeral services to funeral services consumers, it is a deceptive act or practice for a funeral establishment, funeral director, embalmer, or agents or employees of a funeral establishment:

   1. 1. To advertise for or solicit business through the use of deceptive, misleading, or inaccurate statements or other information;
   2. 2. To display or represent funeral merchandise or services in a deceptive or misleading manner. Failure to display to or show funeral services consumers inexpensive caskets and containers regularly offered for sale and stocked by the funeral establishment is deemed to be a misleading display practice. Display of inexpensive caskets or containers, or photos or facsimiles thereof, under less favorable conditions or circumstances, including poor lighting, merchandise damage or defacement, or conditions inhibiting the consumer’s free choice of merchandise is also deemed to be a misleading display practice;

   3. 3. To embalm a deceased human body unless:

      1. a. State or local law or regulation requires embalming in the particular circumstances regardless of any funeral choice the family might make;
      2. b. Prior approval for embalming (expressly so described) has been obtained from a family member or other authorized person; or
      3. c. The funeral establishment is unable to contact a family member or other authorized person after exercising due diligence, has no reason to believe the family does not want embalming performed, and obtains subsequent approval for embalming already performed (expressly so described). In seeking approval, the funeral establishment shall disclose that a fee will be charged if the family selects a funeral that requires embalming, such as a funeral with viewing, and that no fee will be charged if the family selects a service that does not require embalming, such as direct cremation or immediate burial;
   4. 4. To fail to promptly release upon request, deceased human remains to a family member, representative of the family, or other person authorized by the family to take possession of the remains;
   5. 5. To make any false, misleading, or unsubstantiated statements or claims, or in any manner imply that natural decomposition or decay of human remains can be prevented by embalming, or certain caskets, vaults, or other burial containers, or to otherwise make any false, misleading, or unsubstantiated statements or claims of watertightness or airtightness of caskets, vaults, or other burial containers;
   6. 6. To reuse a casket or container previously purchased by or delivered to another decedent’s family and intended for or used in connection with the burial, cremation, or other final disposition of the previous decedent. This provision does not apply to the rental of caskets, containers, casket shells, or other devices used in connection with the funeral services if the funeral services consumer is informed of the rental arrangement;
   7. 7. To bill or otherwise charge a purchaser for merchandise or services not actually provided by or arranged through the funeral establishment;
   8. 8. To represent that the price charged for a cash advance item is the same as the cost to the funeral establishment for the item when such is not the case, or to fail to disclose to purchasers that the price being charged for a cash advance item is not the same as the cost to the funeral establishment for the item when such is the case;
   9. 9. To make disparaging statements concerning the quality, utility, suitability or durability of inexpensive caskets or containers without basis in fact;
   10. 10. To make false or misleading statements concerning or otherwise engage in deceptive, misleading or fraudulent practices in connection with the advertising, solicitation, or sale of prearranged funeral plans;
   11. 11. To make any misrepresentations or omissions of material fact concerning funeral services, prices, or the merchandise and services included in a stated price;
   12. 12. To represent or insinuate that a direct cremation, immediate burial, inexpensive funeral arrangements, or inexpensive casket, container, or unfinished wood box would be disrespectful or inconsiderate to the decedent or family members, or friends, neighbors, or associates of the decedent or family; or
   13. 13. To disrupt the funeral arrangement process or funeral service, intimidate, harass, or coerce a family member, with the intent to prevent such family member from exercising existing contractual or legal rights.
2. B. Failure to substantially comply with the provisions of this Section shall be deemed to be evidence of gross negligence, repeated or continuous negligence, or other professional incompetence.

Historical Note

New Section R9-9B-305 recodified from R4-12-302 and amended at 32 A.A.R. 177 (January 9, 2026), effective January 1, 2026 (Supp. 25-4).