Maine Marketing Rules, Ethics & Unfair Practices
The final state topic covers how a Maine producer must behave in the market: the prohibited unfair trade practices, the duty to handle client money properly, and the advertising and disclosure standards that keep sales honest. Most of these rules come from Maine's adoption of the unfair trade practices provisions of the insurance code and the Maine Bureau of Insurance's rules.
Prohibited Unfair Trade Practices
Maine's insurance code prohibits unfair methods of competition and unfair or deceptive acts in the business of insurance. Prohibited conduct includes misrepresenting policy terms, false or misleading advertising, unfair discrimination between similar risks, and deceptive claim practices. Violations can lead to fines and license suspension or revocation by the Maine Bureau of Insurance.
Rebating, Twisting, and Churning
Rebating, offering any part of the premium or commission or other valuable consideration as an inducement to buy, is prohibited in Maine. Twisting is using misrepresentation to induce a policyholder to drop an existing policy for a new one; churning is a similar replacement abuse involving the same insurer's policies. All are prohibited because they harm consumers and create unfair discrimination among policyholders.
Fair Advertising and Handling Client Funds
A producer must present products accurately and never misrepresent benefits, dividends, policy terms, or an insurer's financial condition, and must not use the guaranty association as a sales inducement. Premiums a producer collects belong to the insurer or client, not the producer; Maine treats this as a fiduciary duty, so funds must be remitted properly and never commingled or converted for personal use.
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State-specific details
State exam facts
- State regulator
- Maine Bureau of Insurance
- Exam vendor
- Pearson VUE
- Prelicensing education
- None
- Passing score
- 70% (a scaled score of 70)
Who regulates life & health insurance licensing in Maine?
The Maine Bureau of Insurance licenses producers and uses Pearson VUE to administer the licensing examinations.
Does Maine require prelicensing education for the life & health exam?
No. Maine does not require prelicensing education to sit for the exam, though completing coursework is strongly recommended.
What score do I need to pass the Maine life & health exam?
A scaled score of 70 is required to pass the Pearson VUE exam.
Sources: https://www.maine.gov/pfr/insurance, https://www.pearsonvue.com/us/en/me/insurance.html
In the Maine Life & Health Insurance Producer Exam guide: A KEY CONCEPT box, a Common Traps list and a Check Yourself set closing each of the 9 national chapters. Practice here stays free.