What is NOT allowed:
Don’t include the following elements in underwriting announcements.
Don’t Use Comparative, Qualitative or Descriptive Language.
Copying suggesting that one product is better than another is not permitted.
DO NOT SAY:
(Underwriter’s) trucks are tougher (or built better).
(Underwriter’s) software is easier to use.
(Underwriter’s) burgers are the best in town.
(Underwriter’s) has the lowest rates in student loans.
DO SAY:
(Underwriter’s) trucks are made of steel.
(Underwriter’s) software includes instruction for installation and use.
(Underwriter’s) serves beef, turkey, and soybean burgers.
(Underwriter’s) can help you obtain a student load.
Don’t Mention Price. Underwriting announcements may not state actual process or allude to discounts, savings, sales, or specials.
DO NOT SAY:
Receive 10% off.
Get $20 of free calling time.
Buy one get one free.
On sale now.
Free admission with.
Daily specials include.
Happy hour from.
Auto tune up specials.
Great savings for students.
Don’t Include a Call to Action:
DO NOT SAY: SAY:
Stop by today. (Underwriter’s) is open from 10a to 10p.
Hurry in. (Underwriter’s) closes at 5pm.
Come on down. (Underwriter’s)is located at.
Apply Now. Applications are available at.
Call Now. (Underwriter’s) may be reached at.
Experience… Show times are at 8 and 11pm.