The purpose of this Rule is to provide prospective purchasers with clear and unambiguous statements in the advertisement of Medicare Supplement Insurance, and to assure the clear and truthful disclosure of the benefits, limitations and exclusions of policies sold as Medicare Supplement Insurance. This purpose is intended to be accomplished by the establishment of guidelines and permissible and impermissible standards of conduct in the advertising of Medicare Supplement Insurance in a manner which prevents unfair, deceptive and misleading advertising and is conducive to accurate presentation and description of Medicare Supplement Insurance to the insurance buying public through the advertising media and material used by insurance agents and companies.