Our F&G word mark: F&G®
Our F&G Logo: 
Co-branding and Advertising Guidelines
Overview
Fidelity & Guaranty Life Insurance Company (the “Company”) requires our appointed producers to submit any advertisements specific to our company or products for review and approval prior to use of any such advertising. This applies to individual insurance and financial professionals, agencies, and independent marketing organizations.
Our Company follows the NAIC Advertisements of Life Insurance and Annuities Model Regulationwhich defines advertising broadly to include any material designed to create public interest in life insurance or annuities or in an insurer or in an insurance producer. This includes any type of advertising directed at consumers as well as any kind of advertising directed at financial professionals only. Our review requirements include advertisements that identify our products or company by name as well as any advertisements that may not mention our Company or products directly by name but refer to our Company or products indirectly by citing features or attributes of our Company or products. The purpose of advertisements must be clear they are intended to generate interest in life insurance or annuity products.
Advertisements may not use pretext to disguise the true purpose of the advertisement such as promoting estate planning, living trusts, seminars, government program benefits, or any other service or activity without disclosing that life insurance or annuities are being marketed and sold.
An advertisement shall be truthful and not misleading in fact or by implication. The form and content of an advertisement shall be sufficiently accurate, complete, and clear to avoid deception. The advertisement shall not have the capacity to tendency to mislead or deceive.
External Ad Review Steps
Advertising submission form
When submitting advertising material for review, the language and graphics must be in their final format. We cannot accept handwritten pieces or text-only pieces. We must have the final piece as you intend to use it, including graphics.
- Once you have your advertisement finalized and ready to submit, please complete the Advertising Submission Form
- Upon submission, your review will take 7-10 business days (some pieces such as presentations take longer).
- F&G will assign a Form Number and Approval Number to each advertisement submitted. These unique numbers are required to appear on the advertisements on the bottom left-hand corner of each page.
- Once reviewed, we will provide you with revisions to be made, if applicable.
- When revisions are made, resubmit the advertisement back for final approval, prior to use. Once approved, do not alter or amend approved material. Any alteration requires the information to be reviewed. This approval will be good for one year or less in the case of product changes or regulatory developments affecting the advertised product. The Company reserves the right to revisit all approvals.
General Advertising Requirements
These guidelines are intended to provide general guidance to Fidelity & Guaranty Life Insurance Company’s financial professionals and agencies regarding advertising compliance and disclosure requirements. They are not intended to be comprehensive. All advertising of F&G products and logo use must be submitted, reviewed and approved by F&G prior to use.
By complying with these guidelines, F&G can complete the review and approval of your advertisement request timely. Please note that guidelines are updated regularly due to constantly evolving regulation.
- When submitting advertising material for review, the language and graphics must be in final format. Both the submitter and any users are responsible for reviewing the requirements and all other applicable compliance requirements contained in our Market Conduct Guide, Code of Ethical Conduct, Marketing Practices and Compliance Bulletinsfound on SalesLink®. Failure to obtain the Company’s approval of all such material prior to its use may constitute grounds for discipline up to and including termination of the contract and appointment with the Company.
- Any advertised product must be clearly identified as either a life insurance policy or annuity contract and include an example of the product. Examples:
- Life Insurance: Indexed Universal Life (IUL)
- Annuity: Fixed Indexed Annuity (FIA), Multi-year Guaranteed Annuity (MYGA)
- Registered Index-Linked Annuity (RILA)
- If the company is referenced, the full legal name as well as city and state of domicile of the company must be displayed on the advertisement, as well as include the marketing name disclosure on advertisement.
- Fidelity & Guaranty Life Insurance Company, Des Moines, IA – May be shortened to “F&G”.
- Fidelity & Guaranty Life Insurance Company of New York, New York, NY – May be shortened to "F&G of New York".
- F&G Securities, LLC – May be shortened to "FGSL"
- Advertisements may not describe an insurance-only agent as a “financial planner”, “investment advisor”, ‘financial consultant” or “financial counselor”, or use similar terms to disguise the financial professional is in the business of selling insurance. Insurance and financial professionals who provide financial planning or investment advisory services must disclose they are compensated for selling insurance and annuity policies.
- No advertisement shall use the terms “investment,” “investment plan,” “founder’s plan,” “charter plan,” “deposit,” “expansion plan,” “profit,” “profits,” “profit sharing,” “interest plan,” “savings,” “savings plan,” “private pension plan,” “retirement plan” or other similar terms in connection with a policy in a context or under such circumstances or conditions as to have the capacity or tendency to mislead a purchaser or prospective purchaser of such policy to believe that he will receive, or that it is possible that he will receive, something other than a policy or some benefit not available to other persons of the same class and equal expectation of life.
- Any comparisons among products must be fair, balanced and reasonably complete. Advertisements should never disparage competing products, financial professionals, or companies.
- Any hypothetical examples must be clearly described underlying assumptions and must include guaranteed information if non-guaranteed is shown.
- If the advertisement contains any statistics or similar factual information, the source and date of the statistics must be cited in the advertisement. All statistical information must be current and accurate. Note that any statistics must be recent and relevant and should be updated every two years.
- The product advertised must be available for sale in all states in which the advertisement will be used or alternatively there must be a clear indication the product is only available in certain states which should be specified. Any designations used in an advertisement must be on our approved list below:
- CAS® Certified Annuity Specialist
- CPC Certified Pension Consultant
- CEP® Certified Estate Planner
- CRPS Chartered Retirement Plans Specialist
- CFP® Certified Financial Planner
- MSFS Master of Science in Financial Services
- CLTC Certified in Long-Term Care
- CIMA® Certified Investment Management Analyst®
- CPA® Certified Public Accountant
- CEBS Certified Employee Benefit Specialist
- CRPC® Chartered Retirement Planning CounselorSM
- CFEd® Certified Financial Educator
- LUTCF® Life Underwriting Training Counsel FellowSM
- CIC Certified Insurance Counselor
- RFC® Registered Financial Consultant®
- RICP® Retirement Income Certified Professional®
- CASL® Chartered Advisor for Senior Living
- CPCU® Chartered Property Casualty Underwriter
- CFA® Chartered Financial Analyst
- FLMI Fellow, Life Management Institute
- ChFC® Chartered Financial Consultant
- REBC® Registered Employee Benefits Consultant®
- CLU® Chartered Life Underwriter
Advertising Disclosure Requirements
- Advertisements for financial professional use only must be written in a manner that makes clear it is for financial professional use only and must include on every page in no less than 8-point type the following (or similar) language:
- “For financial professional use only. Not for use with the general public.”
- On any advertisements that use “F&G” or the F&G logo, our Marketing Name Disclosure must be included. Note: Any use of the F&G Logo must be approved by the Company, including but not limited to printed material, websites, social media platforms, radio, print, and TV advertising, direct mail, signs, and sales presentations. Do not alter, amend, our logos in any way, including color, size, shape, or content. Review our [logo usage guidelines].
- ““F&G” is the marketing name for Fidelity & Guaranty Life Insurance Company issuing insurance in the United States outside of New York. Life insurance and annuities issued by Fidelity & Guaranty Life Insurance Company, Des Moines, IA.”
- NY Disclosure – “”F&G” is the marketing name for Fidelity & Guaranty Life Insurance Company of New York issuing insurance in New York. Life insurance and annuities issued by Fidelity & Guaranty Life Insurance Company of New York, New York, NY.”
- If an annuity advertisement references the Market Value Adjustment (MVA) feature, the following disclosure must be shown:
- “A Market Value Adjustment will apply to any withdrawals above the free withdrawal amount and may increase or decrease surrender value.”
- Any reference to the company’s third-party commercial ratings – e.g., AM Best – must provide the full description of the rating, a statement showing the number of categories, where the company rating ranks among those categories and the date of the rating. Example:
- “AM Best Financial Strength Rating: A (“Excellent”), 3rd highest out of 13 ratings for financial strength. Rating as of January 2024.”
- “Financial strength rating for Fidelity & Guaranty Life Insurance Company for S&P is A-, 3rd highest out of 11 ratings for financial strength. Rating as of September 2024.”
- “Financial strength rating for Fidelity & Guaranty Life Insurance Company for Fitch is A-, 3rd highest out of 11 ratings for financial strength. Rating as of August 2024.”
- “Financial strength rating for Fidelity & Guaranty Life Insurance Company for Moody’s is A3, 3rd highest out of 9 ratings for financial strength. Rating as of October 2024.”
- Indexed interest crediting options mentioned in connection with one of F&G’s products, require disclosure language to be included. F&G will provide those to be added to the advertisement.
- Consumer product advertisements must include the policy form number for any product(s) mentioned. F&G will provide those to be added to the advertisement. This is not required for financial professional only pieces.
- All advertisements written, created, designed, or presented by an insurance or financial professional or other party responsible for advertisement must be approved by F&G prior to use.
- Reference to other product features, testimonials and or endorsements may require additional disclosures.
Protecting Our Brand
F&G logo and usage agreement
We appreciate that many of our users, as well as our partners, vendors and others who may be affiliated, will often want to mention their connection with us and may want to use our name or logo to do so. These F&G Brand Usage Terms (what we'll call the "Usage Terms") are intended to clarify how our users may do that. To answer any questions you may have about these usage terms or if you want to use our marks other than to note that you are an F&G partner, please submit your question here
Use of our marks will be governed by our ad review guidelines and will be subject to approval. These Usage Terms are intended to govern any uses of our marks that are not governed by any other license or agreement.
Before we get to the specific dos and don'ts, some general points
First, let's define what we're covering here. When we use the collective term "marks" (or the singular "mark"), that means any of our names, logos, icons, design elements, trade dress or anything else (whether registered or unregistered) that we may use to identify and distinguish our goods or services from those of others. We have other marks, but these are considered primary:
Each one is registered in the U.S. Patent and Trademark Office. Our logos are valuable assets. In following these Usage Terms and using our logos, you are acknowledging that we are the sole owner of the logos and that you will not interfere with our rights in the logos (including challenging our use, registration or application to register a logo). You also acknowledge that the goodwill derived from your use of any of our logos inures to our benefit and belongs to us.
If you would like to use one of our marks, we need you to submit your ad, webpage, or specific use case for review. Please use our Advertising Review Formto upload an example of how you plan to use it.
The permission that we're giving you to use our logo is limited, in several ways
- You can only use our logos as expressly permitted under these Usage Terms.
- The permission we're giving you is nonexclusive (meaning we can give it to others) and nontransferable (meaning you can't).
- We may update these Usage Terms from time to time, and you will update your use of the logos to conform to any changes we make within a reasonable time after we give you notice of the change.
- We may review your use of our logos on your website and require changes if necessary to comply with these Usage Terms.
- We may terminate your permission to use our logos at any time (and at our discretion). Upon termination you agree to promptly stop all use of the logos (for example, by removing logos from any websites or applications).
So, what can you do and not do? As a rule, you may use our logos to truthfully convey information about your services and your ability to sell our products, but not in a way that will imply endorsement by us of your services or otherwise cause consumer confusion. To help you understand what that means in practice, we have created this non-exhaustive list of what you can and can't do:
Do:
- Use our logos only on the portion of your website or application that directly relates to our partnership as a carrier.
- Use our logos consistent with our guidelines.
- Update your use to conform to any changes in those style guidelines within a reasonable time after we give you notice of the change.
- Use our F&G word logo without alteration in text to truthfully and accurately refer to us or our services.
- Use an ® in conjunction with our logos for use within the United States.
Don't:
- Use our logos except as described in these Usage Terms (or otherwise agreed in writing).
- Modify or alter our logo in any way. For example, don't shorten or abbreviate any of the logos, or use any of them in plural, possessive, foreign-language translation or otherwise modified forms.
- Misrepresent your relationship with us or use our logo in any way that is misleading, or that would imply our endorsement or sponsorship of your goods or services (or anybody else's goods or services).
- Use our logo more prominently than your own (or any others').
- Use our logo in any way that is unrelated to us or our products or services.
- Use our logos on any tangible merchandise, including any promotional, marketing, swag or other physical items.
- Add anything in such proximity to our logos as to create a new logo with its own distinct commercial impression.
- Use or incorporate any of our logos in your own trademark, service logo, trade name, website name, domain name, corporate name or social media handle (or any other source-identifying use), or use any trademark, service logo, trade name, website name, domain name, corporate name or social media handle (or any other source-identifying use) that is likely to be confused with any of our logos.
- Use our logos to show F&G or our products or services in any disparaging or derogatory light, or in any way that may be damaging to our brand or to our interests in the logos.
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For financial professional use only. Not for use with the general public.
“F&G” is the marketing name for Fidelity & Guaranty Life Insurance Company issuing insurance in the United States outside of New York. Life insurance and annuities issued by Fidelity & Guaranty Life Insurance Company, Des Moines, IA.
F&G Securities, LLC. “FGSL” is a broker-dealer and affiliate of F&G and is a member of FINRA and distributes F&G registered index-linked annuities.