Can I use a testimonial in my Advertisement?

Testimonials can be a great tool to help promote and show the benefits of an insurance product. It is important to note that testimonials cannot be used in any way with securities products, including variable life and variable annuities. While the rules for testimonials can vary by state, a general guide is to be certain that the testimonial you intend to use is true. You may not use any fictitious narratives and refer to them as testimonials. It is also important that the testimonial is recent; generally speaking, it should be no more than one year old. This way the reader knows that it represents the author’s current opinion. You must use, at a minimum, the first name and the last name initial to disclose who gave the testimonial. Finally, if the individual receives any financial benefit in exchange for the testimonial, the advertisement must prominently state: “This is a paid endorsement.”

Stay tuned for more quick tips on advertising review compliance plus information about access to our FREE, live “Lunch and Learn” info sessions coming this fall.