Is it OK to use scare tactics in advertising?

Fear can be a powerful tool to get your audience to take notice. It may seem like highlighting someone’s fears or creating urgency can be advantageous when trying to get them to act. In regards to insurance you might be tempted to mention what a potential client may stand to lose by not obtaining the proper coverage.

Example:

“Without this coverage you are leaving yourself at risk to pay thousands of dollars out of pocket.”

However, when it comes to advertising insurance products, whether in an advertising piece, a blog post, or a presentation, creating a false sense of urgency, appealing to emotions, and using scare tactics of any kind are not permitted. Instead, your focus should be on how you can help them find the best coverage for their specific needs. 

Example: 

“Making sure you have the coverage you need can be challenging, but we can help you find the coverage that fits your needs.“