(a) License number. All advertising and sales literature must contain the license number of the contractor. For purposes of this section, an alphabetical listing in a telephone directory shall not be considered advertising.
(b) Prices and illustrations. Prices and descriptions of articles advertised shall be so placed in relation to any illustration that they will not be deceptive or misleading. An advertisement shall not be so designed as to give the impression that the price or terms of the featured merchandise apply to other merchandise in the advertisement when such is not the fact. An advertisement shall not be used which features merchandise at a price or terms boldly displayed, together with illustrations of higher-priced merchandise, so arranged as to give the impression that the lower price or more favorable terms apply to the higher priced merchandise, when such is not the fact.
(c) Headlines. Headings shall be free from exaggeration or deception. For example, a heading which refers to a different make, brand, grade, or quality than the item or items illustrated or listed immediately, therewith shall not be used. Headings and captions shall conform with the descriptions in the text.
(d) "Savings" not a selling price. A savings claim shall not be expressed in any manner which implies that the amount specified is the selling price of the merchandise.
(e) Descriptions and illustrations of advertised items or offers shall accurately portray the products to be sold as to size, quality, quantity and design.
(f) Materials. Any description in advertising or selling of materials to be furnished shall be accurate and there shall be no statement or implication that material will be of a particular type when such is not in fact the case.
(g) Advertised price, limitations. When a price or specific credit terms are featured in an advertisement, the advertisement shall accurately describe what is being offered at that price or terms (e.g. Where an item such as "10 feet by 16 feet Extension," "10 feet by 15 feet Basement," etc., is featured at a price or specific credit terms, this shall mean that a finished extension, basement, etc., will be built at the advertised price or terms). Any limitations or conditions on what will be supplied at the featured price or on credit terms shall be clearly and conspicuously stated in immediate conjunction with the featured statement (e.g.: "14 feet by 21 feet Frame Garage-Unpainted," "10 feet by 15 feet Extension – Shell Only.").
(h) Installation charge. If installation is extra, the advertising shall clearly and conspicuously disclose the fact in immediate conjunction therewith. For example:
"Installation extra"
"Plus installation"
"Installation at extra cost"
"Plus installation"
"Installation at extra cost"
(i) Accessories and extra charge. If the price advertised does not include all of the accessories which either appear in the advertisement, or which are necessary to effect proper installation and the use of the item (such as hardware, panels, frames, etc.), the advertisement shall state that fact clearly and prominently in dose conjunction with the advertised price. Extra charges shall not be used as a device to disguise the actual selling price of merchandise.
(j) Delivery charges. If an extra charge is required to make delivery of any advertised home improvement or part thereof, such requirement shall be clearly and conspicuously stated in the advertisement.
(k) "Factory to you," "No dealers." General statements such as "Factory to You," "Direct to You," "Buy from Manufacturer," "Save the Middleman's Profit," or phrases of similar meaning shall not be used unless the advertiser is actually the maker or producer of the merchandise advertised or offered for sale.
(l) Guaranty or warranty. If reference is made to a guaranty or warranty or the word "guaranteed" or "warranteed" is used, the terms, conditions, and period of time covered thereby shall be clearly and conspicuously disclosed in the advertisement. The terms shall indicate whether "labor and material only," "repair," "replacement," or "full (partial) refund" is offered. Any limitations shall be disclosed in the advertisement.
(m) Reasonable fulfillment, "Lifetime." Guaranty shall not extend for a period of time beyond the normal life of the item or service, or in the case of guarantees against defective materials and workmanship, beyond the time within which defective materials and workmanship are likely to show up. "Lifetime" and other long-term guarantees shall not be made.
(n) Credit and credit charges. All statement and claims regarding installment buying plans, and finance, credit service, carrying or service charges, etc., including references to down-payments and amounts and frequency of payments, shall be accurate and dearly understandable, and made in good faith.
(o) Credit terms. Where any repayment price is offered, it shall be stated in specific amounts per month.
(p) Price reductions. Claims which state or imply a price reduction or savings from the advertiser's previous price, whether as a dollar amount or percentage, must be based on the advertiser's usual and customary selling price for the item in the normal and regular course of his or her business. Such claims shall not be based on isolated or infrequent sales, on fictitious list prices, or by "guesstimating."
(q) Phrases featuring a sale with a stated time limitation (e.g. "3-Day Sale") shall be used only when the advertised items are to be taken off sale and will revert to a higher price for a reasonable length of time, immediately following the sale.
(r) Claimed results. Claims as to performance, protection, results which will be obtained by or realized from a particular home improvement product or service shall be based on known and provable facts. Extravagant claims such as "cuts fuel bill 30 percent," "outlasts . . ." the accuracy of which is dependent on factors over which the advertiser or seller has no control, should not be used.
(s) Model home and referral offers. No advertisement shall promise to any buyer or prospective buyer that his or her dwelling will serve as a so-called "model home" or "advertising job," or other similar representation, wherein the buyer or prospective buyer is led into believing that s/he will be paid a commission or other compensation for any sale made in the vicinity or within any specified distance from his or her home, or that the cost of the purchase of any home improvement product or service will thereby be reduced or fully paid.
(t) Insured and bonded. Where claims of being insured or bonded appear in an advertisement, the nature of the insurance or bond shall be distinctly stated in the advertisement.
(u) Pricing. If a price ("per square foot," or other basis) is quoted in the advertising of residential aluminum siding which does not include all costs for labor, parts, and accessories for the proper functioning and appearance of such installed product (e.g. starter-strips, door and window trim, window head flashing, back-up pieces and corner pieces), it shall be clearly and conspicuously qualified in conjunction therewith by some explanatory statement, such as "Panels Only – Necessary Accessories at Extra Cost."