1. (1) An insurance advertisement shall be complete, clear, and truthful.
2. (2) An insurance advertisement may not deceive or mislead the reader, viewer, or listener in fact or in implication.
3. (3) A word or phrase that requires familiarity with insurance terminology, or is clear only by implication, may be used only when clearly explained.
4. (4) An insurer must clearly identify the insurance policy as an insurance policy.

5. (5) A policy trade name must be followed by the words "Insurance Policy" or similar words:

   1. (a) indicating that an insurance policy is being offered; or
   2. (b) for a health maintenance organization, prepaid health plan, or other direct service organization, indicating that a health benefit product is being offered.

6. (6) An insurer, producer, or other person may not solicit a resident of this state to purchase insurance by:

   1. (a) using a deceptive name; or

   2. (b) misleading a resident in this state regarding:

      1. (i) an insurer, producer, or other person's status, character, proprietary capacity, or representative capacity; or
      2. (ii) an advertisement's true purpose.

KEY: insurance law

Date of Last Change: December 8, 2022

Notice of Continuation: August 18, 2025

Authorizing, and Implemented or Interpreted Law: 31A-2-201; 31A-23a-402