53 7. Advertising, without equally prominent and conspicuous and accurate explanations and qualifications, that reverse mortgage loans are “no cost,” or “no fee,” or “no risk,” or “no expense,” or “require no payments.” 8. Advertising celebrity testimonials or endorsements that do not reflect the honest opinions and experiences of the endorsers. 9. Advertising that consumers are “pre-approved” or “pre-qualified” without also fully and clearly disclosing applicable approval and qualification conditions. 10. Advertising in a misleading way that if a consumer does not promptly respond, he or she may or will lose or miss out on a limited opportunity. 11. Advertising using simulated checks or currency. 12. Advertising using HUD or FHA logos or names.
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