What is considered a "triggering term" in advertising?

A "triggering term" in advertising refers specifically to phrases or words that, when used, necessitate additional disclosures to ensure that the advertisement is not misleading. This is a critical aspect of the Truth in Savings Act (TISA) because the Act aims to promote transparency in financial advertisements, helping consumers make better-informed decisions regarding their savings accounts.

When a triggering term is included in an advertisement, it implies specific details about the account, such as interest rates, fees, or particular account features that must be clearly defined to prevent consumer deception. For example, if an ad claims a certain interest rate or promotional offer, it would require the disclosure of the terms and conditions under which that rate is offered.

The other options do not fit the definition of a triggering term. Enhancing customer loyalty, financial guarantees, and descriptions of customer service options do not inherently involve the need for additional disclosures that would clarify misleading or incomplete information in financial advertising. Therefore, the understanding of triggering terms is integral to compliance with advertising regulations under TISA.