In advertising, when is a comparison considered unfair?

• A. When it is an unfair or incomplete comparison of policies, benefits, dividends, or rates, or involves noncomparable policies.
• B. When it highlights a policy's superior features with verifiable data.
• C. When it is a neutral, factual description.
• D. When it quotes standard policy terms.

Answer: (A)

Fair advertising requires comparisons that are complete, accurate, and between like products. It becomes unfair when the comparison is incomplete or biased, or when the policies being compared aren’t comparable. This includes cherry-picking benefits or rates, omitting important terms or limitations, or using data that misleads about overall value. That idea matches the concept that an unfair or incomplete comparison of policies, benefits, dividends, or rates, or involving noncomparable policies, is not permitted.

Statements that highlight a policy’s superior features with verifiable data, neutral factual descriptions, or quotes of standard policy terms are examples of fair advertising practices because they present information transparently for comparability.