New York Assembly Bill A10611

New York 2025-2026 Regular Session

• Introduced: 3/13/26
• Refer: 3/13/26

Caption

Relates to digital advertisements for insurance agents and brokers

Summary

This bill amends the Insurance Law to modernize advertising rules for insurance producers, agents, and brokers. It removes the existing requirement that any advertisement, sign, pamphlet, circular, card, or other public announcement referring to an insurer must state the insurer’s full name and the city, town, or village of its principal U.S. office. The bill also makes conforming technical changes to related provisions in sections 1101 and 2117 of the Insurance Law. In addition to the advertising change, the bill clarifies how affiliated unauthorized insurers may operate in New York through licensed excess line brokers and licensed affiliated insurers. It preserves the ability of those insurers to provide support services from in-state offices, while continuing to prohibit direct marketing, solicitation, or advertising to policyholders by the unauthorized insurer itself. It also retains the requirement that any document identifying a New York location where the unauthorized insurer conducts operations must include a prominent notice that the insurer is not licensed in New York, in at least 10-point type.

Impact

The bill would amend sections 2122, 1101, and 2117 of the Insurance Law. Its main legal effect is to eliminate a specific disclosure requirement in insurance advertising while leaving intact broader restrictions on misleading or unauthorized insurance marketing. It also updates cross-references and terminology to align the statute with the revised subsection structure. For insurers, brokers, and producers, the bill reduces formatting and disclosure burdens in advertisements, while maintaining notice requirements for unauthorized insurers operating through excess line channels.

Sentiment

The available context suggests a generally favorable or noncontroversial posture toward the bill, as reflected by its passage in the Senate and the absence of recorded committee debate or opposing votes in the provided materials. The bill’s caption indicates a modernization of digital advertisements for insurance agents and brokers, which suggests the measure is intended as a technical or regulatory update rather than a major policy shift. No formal opposition is shown in the supplied record.

Contention

The principal policy issue is the balance between easing advertising requirements for insurance producers and preserving consumer protections around unauthorized insurers. Supporters would likely view the bill as a modernization measure that removes outdated location-disclosure language and better fits digital advertising practices. Any concern would likely come from regulators or consumer advocates worried that reducing mandatory identifying information could make insurer advertisements less transparent, though the bill retains notice requirements and restrictions on direct solicitation by unauthorized insurers.