NAIC Models for Advertising Review: Complete Guide for Insurance Compliance
Explore NAIC advertising models (570, 245, 165, 880). Learn how they shape insurance compliance across life, health, and P&C marketing.
What Are NAIC Models?
The National Association of Insurance Commissioners (NAIC) develops model regulations to create consistency across states. These models are the backbone of insurance compliance — ensuring that advertising, filings, and sales practices are transparent and consumer-friendly.
For advertising review, several NAIC models set clear rules that insurers must follow when marketing life, health, and property & casualty products.
Why NAIC Advertising Models Matter
Prevent misleading ads in insurance marketing.
Protect consumers by requiring clear disclosures.
Reduce regulatory objections from state Departments of Insurance (DOIs).
Speed up SERFF approvals by aligning with model language.
Build trust between insurers and policyholders.
Key NAIC Models for Advertising Review
Life Insurance & Annuities
Model #570 – Life Insurance and Annuities Advertising Regulation
Gold standard for truthful, balanced, and clear advertising.
Model #245 – Annuity Disclosure Model Regulation
Requires disclosure of charges, surrender periods, and risks.
Model #245-1 – Buyer’s Guide to Fixed Deferred Annuities
Model #245-2 – Buyer’s Guide to Variable Annuities
Health Insurance
Model #40 – Accident and Sickness Insurance Minimum Standards
Model #165 – Medicare Supplement Insurance Advertising Model Regulation
Governs Medigap advertising, including disclaimers and comparisons.
Model #650 – Medicare Supplement Insurance Minimum Standards Regulation
Model #40-2 – Long-Term Care Insurance Model Regulation
Sets rules for testimonials, illustrations, and premium disclosures.
Property & Casualty (P&C)
Model #880 – Unfair Trade Practices Act
Prohibits deceptive or misleading insurance advertising across all lines.
Model #500 – Unfair Property/Casualty Claims Settlement Practices Regulation
Affects advertising promises about claims handling.
Model #1000 – Producer Licensing Model Act
Defines agent and broker responsibilities in marketing and advertising.
Cross-Line Consumer Protection
Model #880 (Unfair Trade Practices Act) and Model #1000 (Producer Licensing) apply across life, health, and P&C advertising.
How Insurers Use NAIC Models in Advertising Review
Training: Marketing teams learn “red-flag” phrases to avoid.
Checklists: Compliance teams build ad review checklists directly from NAIC models.
AI Review: Modern tools codify NAIC rules to auto-flag risky terms.
State Variations: Each state may add its own font-size rules, disclosure requirements, or prohibited terms.
Benefits of Aligning Ads With NAIC Models
Reduced DOI objections during SERFF submissions.
Faster time-to-market for insurance products.
Lower compliance costs by cutting manual reviews.
Improved consumer trust through transparency.
Regulatory Updates in Insurance Compliance
State DOIs regularly issue regulatory updates—such as bulletins, notices, and circulars—that affect insurer operations. These updates can mandate new disclosures, filing formats, or consumer protections. Compliance teams must track updates daily, analyze the impact, and adjust internal processes quickly.
SERFF Filing in Insurance Compliance
The SERFF platform streamlines product, form, and rate filings between insurers and regulators. A compliant SERFF submission includes:
Proper documentation and supporting forms
Responses to regulator objections
Adherence to each state’s filing checklist
Efficient SERFF filing reduces back-and-forth, accelerates approvals, and ensures insurers can bring products to market faster.
Frequently Asked Questions (FAQs)
What is NAIC Model 570?
NAIC Model 570 is the Life Insurance and Annuities Advertising Regulation. It ensures insurance ads are truthful, balanced, and clear.
Which NAIC models apply to health insurance advertising?
Health insurance advertising must comply with Model 165 (Medigap Advertising), Model 650 (Medigap Standards), and Model 40-2 (LTC Advertising).
Do NAIC advertising models apply to P&C insurance?
Yes. Model 880 – Unfair Trade Practices Act and Model 500 – Claims Settlement Practices regulate P&C advertising practices.
Why are NAIC advertising models important?
They provide uniform standards that states adopt, helping insurers prevent misleading ads, protect consumers, and reduce regulatory objections.
How do insurers stay compliant with NAIC advertising rules?
By using ad review checklists, AI-powered compliance tools, and monitoring state-specific variations of NAIC models.
Final Thoughts
The NAIC advertising models form the foundation of insurance marketing compliance. From life insurance and annuities (Model 570, 245) to health (Model 165, 650, LTC) and P&C (Model 880, 500), these regulations ensure ads are transparent, accurate, and consumer-friendly.
By aligning with these models, insurers can:
Reduce DOI objections.
Speed up filings.
Build lasting consumer trust.
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