IRDA Advertisement Guidelines

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IRDA Guidelines on Advertisement, Promotion & Publicity of Insurance Companies, and insurance intermediaries

Categories of Advertisements:
For the purpose of these guidelines an advertisement may be classified into two types:
Institutional Advertisements
Insurance Advertisements

Institutional advertisement: This is the advertisement of any nature which is not, either directly or indirectly, intended to solicit the insurance business, but only promotes the brand image of the insurance companies and/or its intermediaries and may contain the registered name, address, toll-free number, logo or trademark thereof. Advertisements issued in any mode including those that highlight sponsorships fall under this category.
Insurance advertisement: Any advertisement issued with the specific purpose of soliciting insurance business, and / or to influence the choice, opinion or behavior of the prospective policyholders will fall under this category. Advertisement, for this purpose, means Insurance Advertisement as defined in advertisement regulations and is classified as under:

Invitation to Inquire: This is an advertisement which highlights the basic features of insurance/insurance products issued through recognised marketing media in any mode to create a desire to inquire further about them.

Invitation to Contract: This is an advertisement containing the detailed information regarding the insurance/insurance products mainly to induce the public to purchase, increase, modify, reinstate or retain a policy.

Guidelines on Advertisements:

These Guidelines are to be complied with by:
All the insurers (life insurers, non-life insurers and health insurers)
The insurance intermediaries

Coverage: These guidelines apply to advertisements, issued through all recognised marketing media, in any mode including printed material, radio, television, e-mails, hosting on the Internet and any other audio/visual electronic media.

General Requirements:
Dos’: All insurance advertisements (as indicated in para 2.2 above) should ensure that:

Communications are clear, fair and not misleading whatever be the mode of communication. They should use material and design (including paper size, colour, font type and font size, tone and volume) to present the information legibly and in an accessible manner.

Sales material and advertisements are comprehensible in the light of the complexity of the product being sold.

Brand names of the product as proposed in the File and Use application are adhered to.

When issued in vernacular languages, the mandatory disclosures are also in the same vernacular language.

Donts
The design, content or format shall not disguise, obscure or diminish the significance of any statement, warning or other matter which an advertisement should contain as required by these guidelines.

Use or denigrate names, logos, brand names, distinguishing marks, symbols etc., which may be similar to those already used by others in the market that may lead to confusion in the market place.




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