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(a) All advertising, printed or spoken, must be truthful and must avoid being misleading or deceptive in any manner whatever. in determining whether any particular advertising matter violates the provisions, intent, or spirit of AS 06.20 or any regulations under it, the department will give consideration to the general arrangement of copy and to the inference or impression that may reasonably be drawn from it after all facts are considered.
(b) It is misleading to use phrases such as "lowest cost," "lowest rates," "quickest service," "legal rates," "no red tape," "easy payments," "repayment in easy installments"; and to advertise "new reduced rates" or "a new type of service" or any similar comparative expressions unless the statement is in fact accurate with respect to the business of the licensee using the advertising, and unless the advertisement clearly indicates that the new plan refers specifically to a change in a particular licensee's plan of operation which must be a change of more than minor importance with respect to the business of the licensee. Such advertisements may not be used for a period exceeding 60 days after the plan has been put into effect.
History: In effect before 7/28/59; am 6/30/77, Register 62
Authority: AS 06.20.200
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Last modified 7/05/2006