Ins 3.27(9)(i) (i) The importance of diseases rarely or never found in the class of persons to whom the policy is offered shall not be exaggerated in an advertisement.

Ins 3.27(9)(j) (j) Examples of what benefits may be paid under a policy shall be shown only for losses from common illnesses or injuries rather than exceptional or rare illnesses or injuries.

Ins 3.27(9)(k) (k) When a range of hospital room expense benefits is set forth in an advertisement, it shall be made clear that the insured will receive only the benefit indicated in the policy purchased. It shall not be implied that the insured may select his or her room expense benefit at the time of hospitalization.

Ins 3.27(9)(L) (L) An advertisement shall not imply that the amount of benefits payable under a loss of time policy may be increased at time of disability according to the needs of the insured.

Ins 3.27(9)(m) (m) The term “confining sickness” is an abbreviated expression and shall be explained if used in an advertisement.

Ins 3.27(9)(n) (n) An advertisement shall not state that the insurer “pays hospital, surgical, medical bills,” “pays dollars to offset the cost of medical care,” “safeguards your standard of living,” “pays full coverage,” “pays complete coverage,” “pays for financial needs,” “provides for replacement of your lost paycheck,” “guarantees your paycheck,” “guarantees your income,” “continues your income,” “provides a guaranteed paycheck,” “provides a guaranteed income” or “fills the gaps in Medicare” or use similar words or phrases unless the statement is literally true. Where appropriate, such or similar words or phrases may properly be used if preceded by the words “help,” “aid,” “assist,” or similar words.

Ins 3.27(9)(o) (o) An advertisement shall not state that the premiums will not be changed in the future unless such is the fact.

Ins 3.27(9)(p) (p) An invitation to apply advertisement shall clearly indicate the provisions of any deductible under a policy.

Ins 3.27(9)(q) (q) An advertisement shall not refer to a policy as a doctors policy or use words of similar import unless:

Ins 3.27(9)(q)1. 1. The advertisement includes a statement that the plan of benefits is not endorsed by or associated with any national, state or local medical society, or

Ins 3.27(9)(q)2. 2. The policy has been so endorsed by such a society and the advertisement meets the requirements of sub. (13).

Ins 3.27(9)(r) (r) If a policy contains any of the following or similar provisions, an advertisement referring to such policy shall not state that benefits are payable in addition to other insurance unless the statement contains an appropriate reference to the coverage excepted:

Ins 3.27(9)(r)1. 1. An other insurance exception, reduction, limitation or deductible;

Ins 3.27(9)(r)2. 2. A coordination of benefits or non-duplication provision;

Ins 3.27(9)(r)3. 3. An other insurance in this company provision;

Ins 3.27(9)(r)4. 4. An insurance in other insurers provision;

Ins 3.27(9)(r)5. 5. A relation of earnings to insurance provision;

Ins 3.27(9)(r)6. 6. A workers’ compensation or employers’ liability or occupational disease law exception, reduction, or limitation;

Ins 3.27(9)(r)7. 7. A reduction based on social security benefits or other disability benefits; or

Ins 3.27(9)(r)8. 8. A Medicare exception, reduction, or limitation.

Ins 3.27(9)(s) (s) An advertisement shall not state a policy’s benefits are tax free unless an explanation of the rules applicable to the taxation of such types of accident and sickness benefits is clearly shown with equal prominence and in close conjunction with such statement. An advertisement of a benefit for which payment is conditioned upon confinement in a hospital or similar facility shall not state that such benefit is tax free.

Ins 3.27(9)(t) (t) An advertisement shall not use the expressions “extra cash,” “cash income,” “income,” “cash,” or similar words or phrases in such a way as to imply that the insured will receive benefits in excess of the expenses incurred while being sick, injured or hospitalized.

Ins 3.27(9)(u) (u) The description in advertisements of government insurance programs, including Medicare, and of changes in such program shall be accurate and not give an incorrect impression as to the need for supplementary coverage. If gaps in such programs are referred to, they shall be described fairly so that the reader or listener can determine how the policy being advertised covers such gaps.

Ins 3.27(9)(v) (v) An invitation to apply advertisement which refers to a policy as being a Medicare supplement shall:

Ins 3.27(9)(v)1. 1. Contain a prominent statement indicating which Medicare benefits the policy is intended to supplement (for example, hospital benefits) and which Medicare benefits the policy will not supplement (for example, medical-surgical benefits) and shall clearly disclose any gaps in Medicare coverage for which the policy does not provide benefits; and

Ins 3.27(9)(v)2. 2. Clearly indicate the extent of the benefits if the policy bases benefits on expenses incurred beyond what Medicare covers and thus provides somewhat limited benefits for short term hospital confinements.

Ins 3.27(9)(w) (w) An advertisement may refer to immediate coverage or guaranteed issuance of a policy only if suitable administrative procedures exist so that the policy is issued within a reasonable time after the application is received.

Ins 3.27(9)(x) (x) If an advertisement indicates an initial premium which differs from the renewal premium on the same mode, the renewal premium shall be disclosed with equal prominence and in close conjunction with any statement of the initial premium. Any increase in premium or reduction in coverage because of age shall be clearly disclosed.

Ins 3.27(9)(y) (y) An advertisement shall not state that the policy contains no waiting period unless pre-existing conditions are covered immediately or unless the status of pre-existing conditions is disclosed with equal prominence and in close conjunction with such statement.