A licensee may: Advertise mortuary science services subject to the provisions of this regulation; Use the initials LM or LFD after their name to indicate that the licensee is authorized to practice mortuary science or funeral direction as a: Licensed mortician (LM); or Licensed funeral director (LFD); and Represent to the public that the licensee is a: Licensed mortician (LM); or Licensed funeral director (LFD). An advertisement may not contain statements: Containing misrepresentation of facts; Likely to mislead or deceive because in context the statements make only a partial disclosure of relevant facts; Intended to or likely to create false or unjustified expectations of favorable results; Relating to fees without reasonable disclosure of all relevant variables so that the statement would not be misunderstood or be deceptive to laypersons; Conveying the impression that the licensee could influence improperly any public body, official, corporation, or person on behalf of the public; Containing representations or implications that in reasonable probability can be expected to cause an ordinarily prudent individual to misunderstand or be deceived; Containing representations that the licensee is willing to provide services which are illegal under the laws or regulations of Maryland or the United States; or That fail to state that the licensee is licensed to practice mortuary science in Maryland. A licensee shall be accountable under this regulation if the licensee uses an agent or partnership to implement actions prohibited by this regulation. A funeral establishment may advertise that it is able to provide preneed services as specified in Health Occupations Article, Title 7, Annotated Code of Maryland.