State Adoption of NAIC Model 570 in Life Insurance Advertising
Explore which states have adopted NAIC Model 570, how model 570 regulates life insurance advertising, and implications for insurers & marketers. Stay compliant, reduce risk.
Summary
The NAIC Model 570 (“Advertisements of Life Insurance and Annuities”) sets a regulatory baseline for how life insurers may advertise. But not every U.S. state adopts it wholesale. Understanding which states adopt Model 570, with what modifications, and how this affects marketing is crucial for product compliance, ad planning, and risk management.
What Is NAIC Model 570? Key Provisions & Purpose
The Model Regulation 570 by NAIC imposes minimum standards on life insurance and annuity advertisements, aiming to prevent misleading, deceptive, or confusing communications.
It defines “advertisement” broadly (print, broadcast, digital, social media, direct mail, etc.).
Key sections include:
Definitions & applicability
Content requirements (disclosures, clarity, no exaggeration)
Misleading statements prohibited
Supervision & control (insurers must review/approve ads)
In 2015, a revision clarified that “registered products”, including contingent deferred annuities (CDAs), fall under its scope.
Why it matters: Marketers must ensure all ad content — from slogans to images to numbers — complies with the state variant of Model 570 in each jurisdiction they operate.
State Adoption Landscape: Who Adopted NAIC Model 570?
States Fully Adopting Model 570 (With Minimal Changes)
Some states adopt the Model 570 almost verbatim. In these jurisdictions:
Insurers follow the model’s language closely.
Minimal local deviations (e.g. minor phrase edits) exist.
The state’s insurance department issues bulletins or regulations referencing Model 570.
States Adopting with Modifications or Partial Adoption
Many states adopt a modified version or only some sections:
They may tweak disclosure thresholds, font size, or specific wording.
Some states exclude certain media or product types (e.g. exclude certain annuities).
Others layer Model 570 on top of existing advertising statutes or Unfair Trade Practices Acts.
States That Did Not Adopt Model 570 (or Delayed Adoption)
A few states have not adopted Model 570 as a standalone regulation.
Instead, they rely on general insurance advertising laws, state unfair/deceptive practices acts, or their own local regulations.
Final Thoughts
Understanding state adoption of Model 570 is essential for compliant marketing.
Maintain state-by-state version control, strong compliance processes, and clear training.
Use the FAQ section as a reference for agents or content writers.
Keep an updated adoption matrix and monitor for legislative changes.
With this framework, your marketing team can confidently roll out life insurance campaigns across jurisdictions with reduced regulatory risk.
