Open enrollment searches that lead to look-alike insurance sites
Federal Trade CommissionNationwide
Ahead of Medicare and Marketplace open enrollment, the FTC said on September 28, 2026 that health insurance scams run all year and pick up when people shop for a plan. Dishonest advertisers sometimes pay to appear at the top of search results, and bad actors use web addresses, keywords, and official-looking logos that resemble HealthCare.gov or Medicare.gov.
Using the phone number or link in one of those ads can lead to a plan that is not health insurance, or to medical identity theft. The FTC's advice is to type the real site yourself and to notice the small Ad or Sponsored label before you click.
Red flags
- A search result for health insurance is labeled as an ad and uses a web address close to a .gov site.
- The page copies government logos or names but the address is not Medicare.gov or HealthCare.gov.
- You are rushed to enroll or to share Medicare or insurance numbers with a site you reached from an ad.
How to protect yourself
- Type Medicare.gov yourself, or call 800-633-4227. For Marketplace plans, type HealthCare.gov or call 800-318-2596.
- Look for the Ad or Sponsored label and scroll past paid results until you see a .gov address.
- For Medicare questions, the FTC points people to their State Health Insurance Assistance Program or local Senior Medicare Patrol. For Marketplace help, use Find Local Help on HealthCare.gov.
- Compare costs and coverage before you enroll. Take the time the FTC recommends instead of clicking the first result.
If you are hit
- Report a suspected health insurance scam at reportfraud.ftc.gov and to your state attorney general.
- If the matter involves Medicare, report it at medicare.gov or 800-633-4227.
- If you shared personal or medical information, start a recovery plan at identitytheft.gov
Questions
Is Open enrollment searches that lead to look-alike insurance sites a scam?
Ahead of Medicare and Marketplace open enrollment, the FTC said on September 28, 2026 that health insurance scams run all year and pick up when people shop for a plan. Dishonest advertisers sometimes pay to appear at the top of search results, and bad actors use web addresses, keywords, and official-looking logos that resemble HealthCare.gov or Medicare.gov. This page summarizes a public warning from Federal Trade Commission dated September 28, 2026. The linked source is the record.
What should I do if I fell for it?
Report a suspected health insurance scam at https://reportfraud.ftc.gov and to your state attorney general. If the matter involves Medicare, report it at https://www.medicare.gov or 800-633-4227. If you shared personal or medical information, start a recovery plan at https://www.identitytheft.gov.
Sources
- What to know ahead of Open Enrollment to avoid health insurance scamsFTC Consumer Advice
This summary is informational and not legal advice. If it and the linked source disagree, follow the source.
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