No insurer shall use underwriting standards for individual risk selection in a mass merchandising plan which are, on the whole, more restrictive than the standards used by such insurer for individual risk selection in the sale of the same kind of insurance in this State other than pursuant to mass merchandising plans. In the event such insurer does not sell such kind of insurance in this State other than pursuant to mass merchandising plans, its underwriting standards for individual risk selection in such plans shall, on the whole, be no more restrictive than the standards used by its principal affiliate, if any, for individual risk selection in the sale of such kind of insurance in this State other than pursuant to mass merchandising plans.