The compliance discipline that runs alongside everything else. Specific rules for Medicare, life, P&C, and the universal red flags to scan for.
Everything in this playbook is worthless if your marketing lands you in front of your state DOI, CMS, or carrier compliance. Claude speeds up creation, which means it also speeds up mistakes if you're not careful. This module: the compliance discipline to run alongside every other module.
Who regulates what
State Department of Insurance (DOI): every state has its own rules on life and P&C marketing. Your state's rules are available on your DOI's website.
NAIC Model Regulations: national templates that states adopt with variations. Useful baseline but not state-specific.
CMS (Medicare): federal rules for all Medicare marketing. Updated annually. The most restrictive.
FINRA: if you sell variable products, annuities, or anything registered.
Your carrier/IMO/FMO compliance desk: most have an "approved copy" process. USE IT.
Social media platform rules: Meta and Google have their own ad policies on insurance.
The universal red flags across all lines
Superlatives you can't prove: "best," "cheapest," "lowest," "top-rated"
Guaranteed outcomes: "guaranteed to save," "never lose money"
Comparison claims naming competitors negatively
Specific rates or premiums without massive disclaimers
Claims about specific benefits that vary by policy
Medical claims about products that aren't medically evaluated (including "boost your immunity")
Urgency that isn't real ("act now!" with no actual deadline)
Fear-based tactics about death, illness, losing family
Statistics without citation
Testimonials without proper disclaimers (some states prohibit testimonials altogether)
Medicare-specific compliance (CMS rules)
Always required in Medicare marketing
"Not affiliated with any government agency" or equivalent, "We do not offer every plan available in your area" disclaimer, Medicare.gov / 1-800-MEDICARE reference, TTY number for hearing-impaired where applicable. CMS updates requirements annually, check current year's guidance.
Medicare-specific don'ts
Don't use "Medicare" in your business name without proper clearance
Don't imply endorsement by the government
Don't offer gifts over $15 (2025 rule, check current)
Don't make cold calls to potential Medicare beneficiaries without a Scope of Appointment
Don't use prohibited terms like "free" when there's a condition, or superlatives
Don't reference specific plans in lead-generation marketing (different rules for marketing specific plans)
Life and annuity specific
Life/annuity red flags
Guaranteed returns (especially on IUL, variable), past-performance claims, missing surrender charge disclosures, replacement activity without proper forms, suitability issues, gender or race-based pricing language.
Property and casualty specific
No claims of lowest rate without evidence
No implied endorsement by carrier
Rate quotes: always subject to underwriting, binding
State-specific required disclosures (differs widely, Texas has windstorm specific language, Florida has hurricane specific, etc.)
The pre-publish checklist
The "red phrase" scanner prompt
Red phrase scanner
Scan the copy below for compliance red flags specific to [insurance line].
Flag every instance of:
- Superlatives (best, cheapest, lowest, top-rated, guaranteed)
- Specific numeric claims (rates, savings percentages, returns)
- Competitor comparisons by name
- Urgency claims ("act now", "limited time", "only X left"), note whether real
- Missing required disclaimers for this line
- Implied endorsements (government, carrier, professional body)
- Claims about products varying by policy (coverage amounts, premiums, benefits)
- Fear-based language
For each flag, suggest a compliant rewrite.
Then give me the compliance-cleaned version of the whole piece.
Line: [specify]
Jurisdiction: [state(s)]
[Paste copy]
Record-keeping
Most states require keeping marketing materials for 3-5 years. Set up a simple folder structure:
/Marketing Archive /2026 /[Month], drop every published piece here
Include the carrier/compliance approval email for anything reviewed
Include dates published and where
If a state DOI ever asks, you have the trail.
When in doubt, ask
Claude cannot replace your compliance desk, your carrier's review process, or your own licensed judgment. When a piece feels edgy, it probably is. When it feels fine but you're not sure, run it by compliance. The 2 days of delay is always worth it.
The rule
If you wouldn't want a state DOI examiner, your carrier's compliance officer, and a skeptical prospect all reading this piece, rewrite it until you would.