Insurance broker website content operates under three overlapping regulatory frameworks. Understanding which rules apply—and where they intersect—prevents compliance gaps that can trigger enforcement action.
Layer 1: NAIC Model Regulations
The National Association of Insurance Commissioners publishes model advertising regulations (primarily Model Rule 570) that most states have adopted in some form. These establish baseline requirements: advertisements must be truthful, not misleading, and must clearly identify the advertiser. The definition of 'advertisement' in most state adoptions explicitly includes internet marketing materials and websites.
Layer 2: State Department of Insurance Rules
Your resident state's DOI rules take precedence for enforcement. While most follow NAIC models, variations matter significantly. Some states require pre-approval of certain advertising materials. Others have specific disclosure language requirements. A few have expanded definitions that capture social media posts and email marketing. You're also subject to rules in every state where you hold a non-resident license and solicit business.
Layer 3: FTC Endorsement Guidelines
The Federal Trade Commission's endorsement guidelines apply to testimonials, reviews, and any content that could be perceived as third-party endorsement. This layer catches practices that might pass state DOI review but still create federal exposure—particularly around incentivized reviews and undisclosed material connections.
Practical implication: Compliant SEO for insurance brokers means satisfying all three layers simultaneously. A page that ranks well but violates any layer creates liability. This is educational content, not legal advice—consult your compliance counsel and state DOI for binding interpretations.