Scam alert
Shopping for a Health Plan? Scammers Pay for the Top Search Result
Posted
United States · consumer.ftc.gov · Arrives by a search result or an online ad
The short answer
A top search result that looks like Medicare.gov or HealthCare.gov but carries a small "Ad" or "Sponsored" label can belong to scammers or dishonest businesses. The FTC warned on September 28, 2026 that they pay to appear at the top during Open Enrollment, using look-alike web addresses and official-looking logos. Using the ad's link or phone number can lead to a plan that is not health insurance, or to medical identity theft. Type Medicare.gov or HealthCare.gov yourself, or call 1-800-MEDICARE (1-800-633-4227).
What is happening
On September 28, 2026, the FTC warned that health insurance scams pick up during Open Enrollment, and that scammers and dishonest businesses sometimes pay to appear at the top of search results, using look-alike web addresses, keywords, and logos for Healthcare.gov or Medicare.gov. The same day, the National Cybersecurity Alliance said scammers create websites and ads that look like legitimate government resources, and warned not to assume the first search result, AI answer, or ad is an official government website. Medicare Open Enrollment runs October 15 through December 7, and Marketplace Open Enrollment runs November 1, 2026 through January 15, 2027.
How to recognize it
- A top search result that looks like Medicare.gov or HealthCare.gov has a small "Ad" or "Sponsored" label next to it.
- The web address looks close to a government address but does not end in .gov.
- The ad promises unusually cheap coverage or perks like gift cards, with few details about the plan.
- Someone who contacted you asks for your Medicare number, Social Security number, or bank details, or says you must enroll now to avoid losing coverage.
- Someone says you must pay a fee just to enroll in Marketplace coverage.
What to do instead
- Type Medicare.gov or HealthCare.gov into your browser yourself instead of clicking an ad.
- If you do search, scroll past anything labeled Ad or Sponsored and look for the .gov ending.
- For Medicare, call 1-800-MEDICARE (1-800-633-4227). For Marketplace plans, call 1-800-318-2596.
- For free Medicare help, contact your State Health Insurance Assistance Program (SHIP). For Marketplace help, use "Find Local Help" on HealthCare.gov.
- If you want to tell someone, the rule is: type the .gov address yourself and skip the ads.
If it already happened
Responding to one of these is common and understandable. These steps are what people usually take next.
- Clicking a convincing ad is common. These sites are built to look official.
- If you paid or shared card or bank details, call your bank or card company.
- If you shared your Medicare number, report it to Medicare at 1-800-MEDICARE.
- Report it at ReportFraud.ftc.gov and to your state attorney general.
Common questions
- Is the first search result for Medicare.gov always the real site?
- No. The FTC says scammers and dishonest businesses sometimes pay to appear at the top. Look for the Ad or Sponsored label and the .gov ending, or type the address yourself.
- Do I have to pay someone to help me enroll?
- No. The National Cybersecurity Alliance says the Marketplace offers free help through trained people and organizations. End contact with anyone who says you must pay a fee just to enroll.
- Is a medical discount plan the same as health insurance?
- No. Medical discount plans may give discounts on some services, but they are not health insurance. Get the details in writing before you pay.
Practice this safely
Practice typing Medicare.gov or HealthCare.gov yourself instead of clicking the first search result.
Every story is fictional. There is no timer, no score, and no real message, payment, or account.
Tell someone
Copy a short note you can paste into a text or email. It names the scam, the next step, and this page. Nothing is sent from this site.
Shopping for a Health Plan? Scammers Pay for the Top Search Result A top search result that looks like Medicare.gov or HealthCare.gov but carries a small "Ad" or "Sponsored" label can belong to scammers or dishonest businesses. The FTC warned on September 28, 2026 that they pay to appear at the top during Open Enrollment, using look-alike web addresses and official-looking logos. Using the ad's link or phone number can lead to a plan that is not health insurance, or to medical identity theft. Type Medicare.gov or HealthCare.gov yourself, or call 1-800-MEDICARE (1-800-633-4227). Read the full alert: https://endscamsproject.com/latest-scams/open-enrollment-health-plan-search-ad-scam
Where this comes from
These links open the published sources in a new tab. The destination is shown before you open it.
- FTC: What to know ahead of Open Enrollment to avoid health insurance scams (September 28, 2026) (opens in a new tab)
consumer.ftc.gov
- National Cybersecurity Alliance: Open enrollment scams, how to spot and avoid health insurance fraud (September 28, 2026) (opens in a new tab)
staysafeonline.org
- Report fraud to the Federal Trade Commission (opens in a new tab)
ReportFraud.ftc.gov
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This alert provides general educational information drawn from the sources above. It cannot determine whether a specific message you received is genuine, investigate an incident, or promise recovery or reimbursement.