Overwhelmed by Medicare Advantage ads? You’re not alone, but change may be coming.

Medicare Advantage ads to face new rules as they again flood the airwaves

• Medicare Advantage ads are overwhelming during the annual open-enrollment period
• Medicare beneficiaries receive numerous ads from celebrity endorsers and fit-looking actors
• Medicare ads were aired almost 650,000 times during open enrollment in 2022
• New rules from CMS aim to crack down on misleading marketing practices
• Complaints about Medicare Advantage marketing practices have increased
• The Senate Finance Committee will hold a hearing on deceptive practices in Medicare Advantage
• Medicare Advantage ads often provide misleading information and target healthier enrollees
• Predatory marketing practices target vulnerable populations
• Celebrity endorsers are common in Medicare Advantage ads

Medicare Advantage ads flood the airwaves and mailboxes during the annual open-enrollment period, with celebrity endorsers and fit-looking actors promoting medical insurance for active lifestyles. In 2022, Medicare ads were aired almost 650,000 times, overwhelming Medicare beneficiaries. To address misleading marketing practices, new rules from CMS prohibit the use of the Medicare name, logo, or card in a misleading manner. Complaints about Medicare Advantage marketing have increased, leading to a Senate Finance Committee hearing on deceptive practices. Medicare Advantage ads often provide incomplete information and target healthier enrollees, while predatory marketing practices target vulnerable populations. Celebrity endorsers, mostly men, are common in Medicare Advantage ads.