6
"Builder of homes with distinction."
"...with 20 convenient locations."
6. Price Information- Price information is not permitted in an underwriter announcement.
This includes interest rate information and any indication of saving or value associated
with the product or service.
Unacceptable examples include:
"... 7.7% interest rate now available"
"Making computer power affordable at every desk."
"No appraisal fee."
"Weekend Specials."
"Office products at discount prices."
** Special Note: Be careful not to include video of a restaurant or storefront window with price
listings on it, in-store video, price tags, etc.
7. Calls to Action- Any announcement that contains imperative words that directly instruct
the viewer to take action is not permitted. Words such as "try", "call", "stop", "go", "use",
"trust", "remember" and "see" are examples of "calls to action."
Unacceptable examples include:
"Ask about our IRAs."
"Call us for more information."
"Try Product X next time you buy oil."
"Remember John Williams Auto..."
"E-mail us at..."
Acceptable examples include:
"The telephone number is..."
"For more information, the phone number is..."
8. Products in Use- Products may not be shown in use. There should be no indication of the
customer consuming a product or service. Indication that a customer is enjoying the
product is also prohibited. There are some exceptions to this rule. Consult your Local
Producer Coordinator for possible approval of a product in use.
Examples of non-permissible products in use:
a. Woman cooking with underwriter's sauce.
b. People in a restaurant eating and enjoying food.
c. A person using an underwriter's telephone or Internet services.
d. Showing raw food and prepared food or food that is in and out of its container.
e. Showing people drinking alcohol or some other type of drink.
f. Showing a hairstylist cutting hair or a doctor examining a patient.
9. Announcements containing any inducements to buy, sell, rent or lease are not
permissible. Language or description that give reasons for doing business with an
underwriter is probably for promotional rather than identification purposes.
