The purpose of this chapter is to establish guidelines and permissible and impermissible standards of conduct in the solicitation of and advertising of life and health insurance in a manner which:

(1) Prevents unfair, deceptive, and misleading advertising;

(2) Is conducive to accurate presentation and description to the insurance–buying public through the advertising media and material used by insurance producers and companies;

(3) Provides for the full disclosure of the benefits, limitations, and exclusions of policies sold;

(4) Sets forth minimum standards and guidelines to assure a full and truthful disclosure to the public of all material and relevant information in the advertising of life insurance policies and annuity contracts;

(5) Requires insurers to deliver to purchasers of life insurance information which will improve the buyer’s ability to select the most appropriate plan of life insurance for the buyer’s needs;

(6) Improves the buyer’s understanding of the basic features of the policy which has been purchased or which is under consideration;

(7) Improves the ability of the buyer to evaluate the relative costs of similar plans of life insurance;

(8) Provides reasonable standardization and simplification of terms and coverages of health insurance policies and subscriber contracts of nonprofit hospital, medical, and dental service associations to facilitate public understanding and comparison;

(9) Eliminates provisions contained in health insurance policies and subscriber contracts of nonprofit hospital, medical, and dental service associations which may be misleading or unreasonably confusing in connection either with the purchase of such coverages or with the settlement of claims; and

(10) Provides for full disclosure in the sale of life or health coverages.

Source: SL 1999, ch 240, § 2; SL 2000, ch 251, § 3; SL 2001, ch 286, § 211.