Taiwan's Shin Kong Life fined again by regulator

* Regulator fines insurer T$7.2 mln

* Fine for breaking rules while soliciting new customers

* Follows T$2.4 mln fine in March

* Company not immediately available for comment

TAIPEI, April 16 (Reuters) - Taiwan's financial regulator said on Thursday it was slapping insurer Shin Kong Life with its second fine in as many months after the company used inappropriate means to sell its products.

The Financial Supervisory Commission said in a statement Shin Kong Life, a unit of Shin Kong Financial (2888.TW), would be fined T$7.2 million ($213,000) for breaking multiple rules while soliciting for new customers.

Shin Kong Life was last fined T$2.4 million and barred from selling one of its products for three months in March after the commission said the company had used unsuitable language when selling its investment-linked products.

Insurance-linked products are typically life insurance products tied in with an investment element that could offer better returns, but are also riskier as the amount covered could slip if the value of the investment falls.

Company officials were not immediately available for comment. Shin Kong Life is Taiwan's third-largest insurer, and competes with the life insurance units of other financial holding companies such as Fubon Financial (2881.TW) and Cathay Financial (2882.TW).

The statement was released after the Taiwan stock market closed on Thursday. Shares of Shin Kong Financial climbed 6.31 percent, far outpacing the benchmark TAIEX share index's 2.08 percent advance.

(Reporting by Kelvin Soh; editing by Simon Jessop)