Unfair Marketing Practices

The Unfair Trade Practices Act is model legislation developed by the NAIC to protect consumers from unethical business practices in insurance. States have adopted versions of this act to prohibit deceptive and unfair marketing methods.

Overview of Unfair Trade Practices

Misrepresentation

Misrepresentation is making false or misleading statements to induce a person to purchase insurance.

Types of Misrepresentation

Examples of Misrepresentation

• Telling a client a policy pays benefits it doesn't actually provide
• Stating premiums will never increase when they can
• Claiming a policy is "guaranteed to double in value"
• Representing dividends as guaranteed when they are not
• Exaggerating policy benefits to make a sale

Exam Tip: Misrepresentation can occur through false statements (saying something untrue), incomplete comparisons (hiding negative aspects), or misleading illustrations (unrealistic projections).

False Advertising

False advertising involves making untrue or deceptive statements in any advertisement, including print, digital, broadcast, or direct mail.

What Constitutes False Advertising

Advertising Standards

All insurance advertisements must be:

• Truthful: No false or misleading statements
• Clear: Easy to understand by average consumer
• Complete: Not misleading by omission
• Identifiable: Clearly identified as insurance advertising

Defamation

Defamation involves making false statements that harm the reputation of another insurer or producer.

Types of Defamation

Examples of Defamation

• Falsely claiming a competitor is financially unstable
• Spreading untrue rumors about another producer's ethics
• Making false statements about a competitor's claims payment record
• Publishing misleading comparisons that damage a competitor

Key Point: Even statements that are partially true can be defamatory if they create a misleading impression about a competitor.

Boycott, Coercion, and Intimidation

These practices involve using threats or pressure to influence insurance transactions.

Definitions

Examples

• Threatening to cancel a policy if the client doesn't buy additional coverage
• Insurers agreeing not to do business with a certain agent
• Using threats of rate increases to prevent a client from switching insurers
• Pressuring clients to use certain service providers

False Financial Statements

Making, publishing, or disseminating false financial statements about an insurer's financial condition is prohibited.

What This Covers

Exam Tip: False financial statements can be a criminal offense carrying significant penalties including fines and imprisonment.