Medicare Open Enrollment Is Here, and So Are Look-Alike Scam Ads

Medicare open enrollment runs October 15 through December 7. The FTC has issued a fresh warning that scammers buy ads at the top of search results and build sites designed to look like official government pages.

What the FTC is saying

According to news coverage of the FTC's alert, the agency says health insurance scams happen all year but rise during enrollment season. Scammers may use official-looking logos and keywords so people think they have reached Medicare.gov or Healthcare.gov. Someone who follows the link or phone number in one of these ads could end up paying for a plan that is not real health insurance, or could expose their information to medical identity theft.

The FTC's tips for patients:

• Go straight to Medicare.gov, or call 1-800-MEDICARE.
• Look for the "Ad" or "Sponsored" label on search results, and scroll past paid results.
• Check that the site address ends in .gov.
• Do not rush. Take time before clicking.

The bigger picture

In a separate action, the FTC is asking for public comment on whether it should update its rule on impersonation of governments and businesses. The question is whether online platforms that profit from selling ads should be required to take steps to keep impersonation ads from reaching consumers. That is a proposal stage only; nothing has been decided.

What this means for your practice

Many of your patients are Medicare-age, and they will be searching online this month. A few practical steps:

1. Tell patients where the real information is. A short note on your website, in your newsletter, or at check-in pointing to Medicare.gov can protect them.
2. Make your own site easy to verify. Use a clear name, address, phone number, and consistent branding across your Google Business Profile and website.
3. Never ask for Medicare numbers by text or unsolicited email. Remind staff and patients that you will not.
4. Keep your own ads honest. If you advertise, make sure you do not use look-alike government styling or imply any government affiliation.

Scam ads work because they catch people on the way to the real thing. A little proactive communication helps your patients get there safely.

This post is general information, not legal or insurance advice.