In most states, rules or requirements for insurance advertisements (including stationery, envelopes and business cards and other materials) aimed at seniors age 65 or older are intended to prevent confusing, deceiving, or misleading those prospective purchasers. These rules include, but are not limited to, the following.
- Advertising materials must prominently disclose that an agent may contact the applicant, if that is the fact. In addition, advisers acquiring seniors' names from lead generating devices must disclose the source in the initial contact.
- No insurer, agent, broker, or solicitor shall solicit persons age 65 and older using true or fictitious names that are misleading about the agent's status or the purpose of the advertisement.
- Advertisements may not use words, letters, initials, symbols, or other devices deceptively similar to governmental agencies, non-profit or charitable institutions, senior organizations, or other insurers.
- Advertisements may not use the names of states or political subdivisions in policy names or descriptions, or the name, service mark, slogan, symbol, or any device connected with a governmental agency, such as the Social Security Administration.
- Advertisements may not imply that coverages are provided or endorsed by or connected to any governmental agencies, non-profit or charitable institutions or senior organizations, or that the reader may lose a right, privilege, or benefit under federal, state, or local law if he or she fails to respond to the advertisement.
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