Advertising is any material used to promote interest in the Company or its products.

GENERAL ADVERTISING GUIDELINES

Agents are encouraged to use First UA’s preapproved advertising materials to assist with prospecting efforts.  Preapproved ads can be used immediately, maximizing your time.  If you choose to create your own ad, General Advertising Guidelines, Advertising Style Guidelines, and the Advertising Submission Process must be followed (see below).   Field-generated ads require Home Office approval and may require state approval, which takes up to 90 days.

1. Field-generated advertisements and/or variations made to Company-preapproved materials must be submitted to the Home Office for written approval prior to use. 
2. Company-preapproved materials may not be cut and pasted to create new sales pieces without submitting to the Home Office for written approval prior to use. 
3. The Company magazine is not intended as advertising material.  Do not copy and use magazine articles for your sales presentations.

Advertising Style Guidelines

It is the General Agent’s responsibility to review field-generated ads for adherence to the following guidelines before submitting to the Home Office for review.  Ads that fail to comply with the following guidelines will not be approved.

1. The approved First United American logo is available for download on www.unitedamerican.com/adcatalog/index.asp?ID=firstua. Click the 'Approved First UA Logo' link under the Advertising section to download the logo. Agents are now required to use this logo when submitting any advertising for Home Office approval.
2. The full name of the Company (First United American Life Insurance Company) should be clearly identified on the advertisement.
3. Medicare Supplement advertisements must include the Medicare disclaimer in no smaller than 10-point type:  First United American is not connected with or endorsed by the U.S. government or the federal Medicare program.
4. All ads must include the standard solicitation statement: This is a solicitation for insurance, and you may be contacted by an Agent representing First United American Life Insurance Company.
5. Products mentioned in the ad must be clearly identified by plan type and policy form number.  Proper disclaimers and advertising form numbers must also be included.
6. Avoid industry terms and acronyms the average person would not know; avoid vague or misleading content, such as “the best,” “comprehensive,” “only,” etc.
7. Facts, figures, and statistics should not be more than two years old. 
8. Ratings:  Do not state that First UA has “the highest ratings.”  You may state that First UA has “top ratings.”  Our ratings are as follows:  A+ (Superior) Financial Strength Rating from A.M. Best Company (as of 6/09); AA- “Very Strong” Financial Strength Rating from Standard & Poor’s (as of 12/08).  Always use current ratings.  If you are not sure what those are, contact UA’s Marketing Department at the Home Office (972-569-3747 or editor@torchmarkcorp.com).
9. Copyright infringement:  You must get prior approval from other sources (trade publications, newspapers, websites, etc.) if you intend to use or mention their material in your advertisement.
10. The Company prohibits charts or lists of product rates. Ads may include specific references to rates, but rates must include the product, state, age, gender, and payment mode.

Advertising Submission Process

(for Home Office approval)

If you choose to create your own advertisement, keep in mind the amount of time it takes to get ads approved (up to 90 days).  The following Submission Process must be followed in order to obtain Home Office approval for field-generated advertisements.

1. Submit a copy of the field-generated advertisement to your General Agent.
2. General Agent reviews field-generated advertisement for adherence to the Advertising Copy Guidelines (see above).
3. General Agent submits completed and signed Advertising Submission Form (F5985) and a copy of the field-generated advertising material to the Home Office.  Submissions can be faxed:  972-569-3728, Attention Compliance Department; or e-mailed:  adapproval@torchmarkcorp.com.
   Note:  Submissions received after Noon (Central time zone) on Monday will not be reviewed until the following week.
4. Home Office reviews field-generated submissions.  Any communication regarding changes will be filtered through the General Agent.  If changes are required, the General Agent should again review the ad prior to re-submitting to the Home Office for approval.  Note:  The average turnaround for state approval is 60 days (some states take longer if there are objections).  Agents may not use field-generated advertisements until the Home Office has assigned a form number and provides formal approval via fax or e-mail to the General Agent.