Ins 2.16(24)(a)(a) A general statement describing the existence of first-year and annual expense charges, mortality charges and surrender charges which will be deducted from the premium before the interest rate is applied. Ins 2.16(24)(c)(c) The amounts of the cash value or premium to which the guaranteed and the illustrated rates are applied; for example, an advertisement, representation, or solicitation shall disclose if interest on the first $1,000 of cash value is limited to the guaranteed rate. Ins 2.16(24)(d)(d) An indication that the interest rate credited on cash value amounts which have been borrowed is different from that for cash values which have not been borrowed, if that is the case. Ins 2.16(24)(e)(e) An indication of any other significant factors which affect the manner in which cash values are computed. Ins 2.16(25)(25) Graded or modified benefits after a policy is issued. Ins 2.16(25)(a)(a) An advertisement, representation, or solicitation for a policy containing graded or modified benefits shall prominently disclose this fact. If applicable, an advertisement, representation, or solicitation shall prominently disclose the fact that the premium is level and coverage decreases or increases with age or duration. Graded or modified benefits shall include, but are not limited to, life insurance policies that, within a specified period after the policy is issued, may pay no death benefits or death benefits that are less than premiums paid should the insurer pay the death benefits. Ins 2.16(25)(b)(b) The prominent disclosure required in par. (a) shall mean the following for the specified type of advertisement: Ins 2.16(25)(b)1.1. For television advertisements, an announcement describing the graded or modified benefits to be displayed during the advertisement for at least 10 seconds. Ins 2.16(25)(b)2.2. For radio advertisements, an announcement describing the graded or modified benefits. Ins 2.16(25)(b)3.3. For pre-printed advertisements intended for general distribution, a written description of the graded or modified benefits printed on the first page of the advertisement and in at least 12 point bold type. Ins 2.16(26)(a)(a) In the event an advertisement uses “Nonmedical,” “No Medical Examination Required,” or similar terms where issue is not guaranteed, the terms shall be accompanied by a further disclosure in close proximity thereto and with equal prominence to the effect that issuance of the policy may depend upon the answers to the health questions set forth in the application. Ins 2.16(26)(b)(b) No advertisement may contain as the name or title of a life insurance policy any phrase which does not include the words“life insurance” unless accompanied by other language clearly indicating it is life insurance. Ins 2.16(26)(c)(c) An advertisement shall prominently describe the type of policy advertised. Ins 2.16(26)(d)(d) No advertisement of an insurance policy marketed by direct response techniques may state or imply, unless the condition is true, that because there is no intermediary or commission involved there will be a cost saving to prospective purchasers. Ins 2.16(26)(e)(e) No advertisement may state or imply in any way that interest charged on a policy loan or the reduction of death benefits by the amount of outstanding policy loans is unfair, inequitable, or in any manner an incorrect or improper practice. Ins 2.16(26)(f)(f) If nonforfeiture values are shown in any advertisement, the advertisement shall show the values either for the entire amount of the basic life policy death benefit or for each $1,000 of initial death benefit. Ins 2.16(26)(g)(g) No advertisement may contain the words “free,” “no cost,” “without cost,” “no additional cost,” “at no extra cost,” or words of similar import with respect to any benefit or service being made available with a policy, unless the insured is not charged for any benefit or service. If the insured is not charged, then the advertisement shall prominently disclose the identity of the payor. Ins 2.16(27)(27) Method of disclosure of required information. Ins 2.16(27)(a)(a) A person subject to this section shall set out all information required to be disclosed by this section clearly, conspicuously and in close proximity to the statements to which the information relates or under appropriate captions of sufficient prominence that it shall be readily noticed and not minimized, rendered obscure or presented in an ambiguous fashion or intermingled with the context of the advertisements so as to be confusing or misleading. Ins 2.16(27)(b)(b) No person subject to this section may set out information required by this section under inappropriate captions or headings or under inappropriate questions where a question and answer format is used. Ins 2.16(28)(28) Form number. A person subject to this section shall identify by form number an advertisement other than an institutional advertisement defined in sub. (3) (h) which is mass-produced. The form number shall be sufficient to distinguish it from any other advertising form or any policy, application or other form used by the insurer. Ins 2.16(29)(29) Insurer’s responsibility for advertisements. Ins 2.16(29)(a)(a) The insurer whose policy is advertised has responsibility for the content, form and method of dissemination of all advertisements, regardless of by whom designed, created, written, printed or used. Ins 2.16(29)(b)(b) An insurer shall require its intermediaries and all other persons or agencies acting on its behalf in preparing advertisements to submit proposed advertisements to it for approval prior to use. Ins 2.16(30)(30) Insurer’s advertising file. Each insurer shall maintain at its home or principal office a complete file containing every printed, published or prepared advertisement of its policies hereafter disseminated in the state. With respect to group, blanket and franchise policies, all proposals prepared on the same printed form need not be included in the file; only typical examples of these proposals shall be included. A notation shall be attached to each such advertisement in the file indicating the manner and extent of distribution and the form number of any policy, amendment, rider, or endorsement form advertised. The file shall be subject to regular and periodic inspection by the office of the commissioner of insurance. A person subject to this section shall maintain all of these advertisements in the file while in use and for a period of 3 years after an advertisement’s authorized use. If applicable, a person subject to this section shall also maintain files in accordance with ss. Ins 2.14 (5) (a) and 2.15 (9) (a). Ins 2.16 HistoryHistory: Cr. Register, October, 1982, No. 322, eff. 11-1-82; r. (5) (b) 1. and 2. and (6) (b), Register, May, 1984, No. 341, eff. 6-1-84; r. (7) under s. 13.93 (2m) (b) 16., Stats., Register, December, 1984, No. 348; r. and recr. Register, July, 1989, No. 403, eff. 8-1-89; am. (1) and (3) (a) 2., Register, March, 1998, No. 507, eff. 4-1-98; CR 14-075: am. (3) (a) 2. Register August 2015 No. 716, eff. 9-1-15. Ins 2.17Ins 2.17 Life insurance illustrations.