Guidelines for Creating Advertising Materials

At all times, advertising materials must be truthful and never mislead by fact, omission or implication, regardless of the medium used.  Please consider the following points when creating advertising materials:

General Advertising Guidelines Include:

  1. Materials should be based on principles of fair dealing and good faith.
  2. Overall visual impact of material.
  3. Could someone consider the material confusing or misleading?
  4. Is it balanced and fair?
  5. Clarity and context of the material.
  6. Nature and tone of the subject matter.
  7. The information must be presented in a balanced way, i.e. include risks and drawbacks as well features and benefits.
  8. Appropriate tagline(s) and disclosure(s) in 8.5-point font size or larger font size.
  9. When creating recruiting advertisements have clarity.  Make sure that you represent the business as an opportunity.
  10. For advertising items used exclusively with members you must include “For Internal Use Only” on all pieces, for example, internal training materials and internal sales contests.
  11. Dates and Sources for statistics or facts used in brochures must be verifiable. The information source must be dated five (5) years or less.
  12. References to materials that are not of your own creation may require that permission be attained and “Used with permission.” should be disclosed in the material
  13. In order to be compliant with the copyright laws one must ensure that they have permission to use or produce any copyrighted text, photos, graphics, video or other material owned by others (e.g. Starbucks, hotel logos and photos, BMW logos or photos, etc.).
  14. Use of the current approved company logos.
  15. Company logos, taglines, contact information, etc. must be correct placed (See The Company Branding Guidelines).
  16. You are required to include the words “no obligation” when referring to any fixed annuity or any life insurance products.
  17. Materials should be fair and balanced.
  18. Don’t willfully omit material facts.
  19. Benefits provided by a rider should not be advertised with greater prominence than the products primary benefits.
  20. Don’t provide tax or legal advice.  Life Advertisement Guidelines:
  21. Describe a life insurance policy clearly as life insurance and prominently describe the type of policy advertised.
  22. Describe life insurance payments as premiums, not deposits.
  23. Index Universal Life / Index Annuity Guidelines
  24. Clearly describe that it is a life insurance product and is designed to provide life insurance protection.
  25. Refer to the applicable index only as a factor that in part determines the interest to be credited at the end of the index period and is not a vehicle for stock market participation.
  26. Clearly disclose that the insurance company is the entity backing the guarantees provided by the product.
  27. Emphasize that the insurance company credits interest, and not that the client receives stock market gains or market growth.
  28. If withdrawals are mentioned, describe them as “partial surrenders” and explain that they may be subject to surrender charges.
  29. If policy loans are mentioned, explain that interest will be charged on the policy loan and that it may reduce the death benefit of the policy.
  30. Don’t imply that life insurance is an investment, savings plan or retirement plan.
  31. Clearly disclose that the product is not an investment (Index Universal Life).
  32. Clearly disclose that the participation rate and/or cap rate, and any other non-guaranteed components of the indexing formula may change at the insurance company’s discretion and may be different in the future.
  33. Don’t emphasize similarities to variable annuities, mutual funds or other investment vehicles.
  34. Don’t use false, exaggerated, unwarranted or promissory claims.
  35. Don’t disparage any competitors, the products or business practices.
  36. Don’t place undue emphasis on the index.

Instructions for Advertising Review

All advertising submissions should be sent to The Company Advertising Department. If you are a non-VP, please submit completed form to your VP for forwarding to the home office.  If you have already obtained the position of VP or higher you are authorized to contact the home office directly by using the following links through the click here buttons below.  Whenever possible, please use the PDF file format.  Please take the following steps when submitting your advertising materials to The Company.

  • Complete and submit The Company Agent Advertising Submission Form.  If you are a non-VP, please submit completed form to your VP for forwarding to the home office.  If you have already obtained the position of VP or higher you are authorized to contact the home office directly by using the following links through the click here buttons below.  You will receive an automatic reply when you submit an item for review letting you know that your request has been received.
  1. Each advertisement(s) must be submitted separately.
  2. If statistics and quotes are referenced in the material, provide us with a copy of the source documentation so that the information can be verified.
  3. If the advertising piece is in a foreign language, please provide a copy of the material in English as well.  You’re required to submit a certified attestation letter or email from a third-party company that states that the English and the foreign language material states the same or very similar wording.  The Company that provides the attestation must provide translation as a service. Agents cannot provide the translation for the material(s).
  • You will receive a final status email for your submission.
  • Approvals for advertising material(s) expire in twelve (12) months, unless otherwise indicated.
  • It is recommended that you save a copy of all approved advertising submissions to verify approval, if needed, and the tracking number.