Medicare & Insurance

A Health-Insurance Search Ad Is Not a Government Endorsement

By Maren Hale / October 15, 2026 / Updated November 8, 2026

Insurance policy on a clipboard being reviewed at a desk

Open enrollment season brings a flood of health-insurance ads. The first search results are often paid advertisements, and some are designed to look like government services. This guide explains how those ads and the forms behind them work, how to reach the official sites, and what to do if you have already shared your phone number.

Key takeaways

A result at the top of a search page may be a paid ad. Look for “Ad” or “Sponsored”, and check that the address ends in .gov.
Medicare plans are at Medicare.gov (Open Enrollment Period: October 15 to December 7). Marketplace plans are at HealthCare.gov (2027 enrollment: November 1 to January 15).
A quote form on a lead-generation site can pass your name and number to telemarketers.
Licensed agents can help, but must follow rules. Check any agent’s licence with your state.
Free, unbiased help exists. If you have shared details, stop and report it.

How search ads and lead forms work

When you search, an advertiser can pay to have its page appear at the top. The Federal Trade Commission (FTC), the national consumer-protection agency, says paid results carry a small “Ad” or “Sponsored” label. Results below them are ranked by relevance, not payment. The FTC warns that dishonest businesses copy government sites’ addresses, keywords and logos.

A “lead” is the contact details of someone who seems interested in buying something. A lead-generation website is a middleman. It gathers leads, often through a “get a quote” form, and passes or sells them on. It is not an insurance company and it is not the government.

In August 2025 the FTC announced settlements totalling $145 million with two companies. It alleged that one ran websites with names such as ObamacarePlans.com that suggested a government link, and sold shoppers’ details to telemarketers (about 119 million leads in 2024). It said the resulting calls often promised coverage that was rarely delivered. These were allegations resolved by settlement.

The official sites and the dates that matter

The FTC advises typing the official address yourself.

Medicare plans: Medicare.gov, or 1-800-MEDICARE (1-800-633-4227). The Open Enrollment Period runs October 15 to December 7, and your request must reach the plan by December 7 for coverage starting January 1. As of November 8, 2026, about four weeks remain. If you are already in a Medicare Advantage plan (a type of Medicare plan), you also have January 1 to March 31 to switch plans or return to Original Medicare.
Marketplace plans (health plans sold through HealthCare.gov): HealthCare.gov, or 1-800-318-2596. For 2027 coverage, enrollment opened November 1. December 15 is the last day to enroll or change plans for coverage starting January 1, and you must pay your first premium. Enrollment ends January 15, and plans chosen from December 16 to January 15 start February 1. After that, you need a life change, such as moving or losing coverage. States that run their own marketplace may use different dates, so check yours.

Official, broker and lead-generation sites side by side

Question	Official site	Broker or agent site	Lead-generation site
Who runs it?	The federal government; address ends in .gov	A licensed agent or brokerage	A marketing business that collects contact details; the name may sound official
Your details	Used for your application; share sensitive details only on secure .gov pages	Used to advise and enroll you; Medicare limits calls and texts to people who gave permission	May be sold or shared; calls and texts may follow
How to check	Type the address yourself	Ask for a name and licence number; check with your state	If it does not say who gets your data, close the page

What a licensed agent or broker can and cannot do

An agent can be a good guide. HealthCare.gov says agents and brokers can help you apply for financial help, enroll in a Marketplace plan and recommend specific plans, and that states license them. They are typically paid commissions by insurers. The National Association of Insurance Commissioners (NAIC) adds that independent agents sell for many companies, captive agents for one, and brokers represent you and generally charge a fee. So ask how an agent is paid.

For Medicare plans, Medicare.gov sets firm limits. Plans and agents cannot:

call or text you unless you are a member or gave permission;
visit uninvited, or pitch in an exam room or at a pharmacy counter;
book a meeting without your agreement and an appointment form;
offer cash, gifts worth more than $15 or free meals to get you to join;
ask for bank or card numbers just for a quote, or take payment by phone;
charge an enrollment fee, pressure you or misuse the Medicare logo.

Checking a licence

NAIC advises confirming that both the agent and the company are licensed in your state. Your state’s department of insurance is the place to ask. Request the agent’s full name and National Producer Number (NPN), which has up to 10 digits. HealthCare.gov says an NPN can be looked up through the National Insurance Producer Registry.

Warning signs of a misleading ad

It is labelled “Ad” or “Sponsored”, sounds governmental, and the address does not end in .gov.
It promises a government “give back” program or a very low price you “qualify” for. The FTC alleged one such program did not exist.
It advertises “comprehensive” coverage that may offer limited benefits, or sells a medical discount card, which is not insurance.
A prerecorded robocall markets health insurance; the FTC says that is illegal.
It offers gifts or presses you to decide at once.

If you have already shared your number or details

Do not be hard on yourself; this is common. Then:

Hang up on unwanted callers and do not click links in texts. Contact companies only through numbers you know are real.
Forward unwanted texts to 7726 (SPAM), block the number, and report it at ReportFraud.ftc.gov.
If you shared a Medicare number, report it at Medicare.gov or on 1-800-MEDICARE.
If you shared a Social Security number, go to IdentityTheft.gov. For card or bank details, call the number on your card or your bank’s website.
Write down who contacted you, and when.

Free help from people with nothing to sell

The FTC lists three free sources. A State Health Insurance Assistance Program (SHIP) offers one-on-one Medicare counseling and is not tied to any insurance company; find yours at shiphelp.org. Senior Medicare Patrol (smpresource.org) helps with Medicare fraud. HealthCare.gov’s “Find Local Help” option points you to help with Marketplace plans, including trained Navigators and certified application counselors. Note any helper’s name, organization and 13-character ID for your application.

A checklist and common mistakes

Checklist before you click or call

I typed the official address myself, and it ends in .gov.
I know who is contacting me and how they are paid.
I have checked the agent’s licence with my state.
I have read what I am agreeing to before sharing my number.

Common mistakes

Treating the first result as official.
Trusting a logo, or a name containing “Medicare”.
Giving bank or card details to get a quote.
Missing a deadline.

Frequently asked questions

Is the first search result always an ad?

No, but position alone cannot tell you. Look for the label, and check the address.

Can an agent call me after I fill in a form?

Under Medicare rules, plans and agents may call or text only if you are a member or gave permission. So read the wording of any permission box first.

Is it safe to use an agent at all?

Many agents are licensed and helpful. Check the licence and ask how they are paid.

What if I miss a deadline?

For Medicare, the main window closes December 7, though Medicare Advantage members get another chance from January 1 to March 31. For the Marketplace, enrollment closes January 15. After that you need a life change to qualify for special enrollment.

Before you decide

Take your time. Start with the official site or a free counselor, and treat any caller or ad you did not ask for with caution. For your own coverage decision, speak to a SHIP counselor or a licensed professional.