Using Images in Advertisements

The use of images can be a great way to set the tone of an advertisement. According to the NAIC model regulation 570-1, an advertisement should not contain “pictures or illustrations that are false or misleading, in fact, or by implication.” Some images bring up specific issues, such as images that may suggest that a particular age group is being targeted.

For example, using an image like this one with an older couple that looks unhappy may suggest their demographic is the target audience.

However, using an image like the one below of an older couple enjoying a walk with young children does not represent a particular age group.

Coins and currency may raise issues of fraudulent use as well as being considered promissory images. In short, an advertisement cannot use any image or illustration that has the capacity or tendency to mislead. 

For example, these images (money growing on a tree and money falling from the sky) are misleading. These depictions are simply not real.