Which guidelines govern the advertising of loan products in Utah to prevent bait-and-switch or hidden fees?

• A. Truthful advertising with clear terms, disclosures, and prohibition of deceptive practices.
• B. Advertisements may omit terms if rates are disclosed later.
• C. Advertising is exempt from disclosures if conducted online.
• D. Only direct mail campaigns require disclosure.

Answer: (A)

Advertising loan products in Utah must be truthful and not misleading. The guidelines require clear terms and disclosures in every loan advertisement and prohibit deceptive practices, including bait-and-switch and hidden fees. This ensures consumers are presented with accurate, current information about rates, payments, and costs, and that any conditions or qualifications are disclosed upfront. All advertising channels—online, direct mail, or other media—are subject to these rules, so omitting terms or relying on later disclosures, or treating online ads as exempt, would miss the intent of protecting consumers. In short, truthful advertising with clear terms, proper disclosures, and a strict prohibition on deceptive practices best reflects the requirements to prevent bait-and-switch and hidden fees.