Insurance advertising compliance operates across three distinct regulatory layers, each with its own rules and enforcement mechanisms. Understanding which rules apply to your digital marketing—and when they overlap—is the foundation of compliant SEO.
Layer 1: State Department of Insurance Rules
Your state DOI has primary authority over insurance advertising. Most states have adopted some version of the NAIC model regulations, but implementation varies significantly. California Insurance Code §790.03 defines unfair practices broadly, while Texas Administrative Code Title 28 includes specific digital marketing provisions. New York's Regulation 34 requires pre-use filing of certain advertisements. The penalties range from fines to license revocation.
Layer 2: NAIC Model Regulations
The National Association of Insurance Commissioners publishes Model Regulation 570 (Unfair Trade Practices) and Model Regulation 570-1 (Advertisements of Accident and Sickness Insurance), which most states have adopted in some form. These prohibit misrepresentation, false statements of policy benefits, and misleading comparisons. However, state-level modifications mean you cannot assume uniform application.
Layer 3: FTC Guidelines
The Federal Trade Commission's Endorsement Guides apply to all commercial speech, including insurance marketing. These rules govern how you can use testimonials, reviews, and endorsements in your website content. Material connections must be disclosed, and claims must be substantiated.
This is educational content, not legal or regulatory advice. Verify current requirements with your state DOI and consult qualified legal counsel for specific guidance.