The Federal Trade Commission issued a warning ahead of the current Medicare Open Enrollment Period, which runs from October 15 to December 7, 2026, that scammers and dishonest businesses are paying for prominent placement in search engine results, Newsweek reported October 13, 2026.
How the scam works
According to the FTC, these paid ads sometimes lead to sites that imitate official government pages, using official-looking logos and keywords to appear trustworthy. Clicking the link or calling the number in such an ad can lead to a plan that is not real health insurance, expose a shopper to medical identity theft, or result in unnecessary fees or enrollment in misleading services. The agency said it issued a similar warning in June 2026, noting that health insurance scams occur year-round but spike during Medicare and Health Insurance Marketplace enrollment periods — which is exactly the window open right now.
What the FTC recommends instead
- Go directly to Medicare.gov or call 1-800-MEDICARE (1-800-633-4227) rather than following a search ad.
- Look for “Ad” or “Sponsored” labels, which mark paid placement rather than an organic, unpaid result.
- Confirm you are actually on a .gov website before entering any personal information.
- Take your time and scroll past paid results rather than clicking the first link that appears.
This is a caution, not a sales pitch. If you or a family member is shopping for Medicare coverage this fall, verify any link or phone number before sharing personal or financial information — whether it came from a search ad, an unsolicited call, or a piece of mail. The same rule applies to any conversation about final expense or whole life coverage: deal with a licensed agent you can verify, not an ad that only looks official.
A pattern UTL has tracked before
This is not the first scam warning aimed at the audience we serve. The FTC has previously warned veterans about fake “Veterans Savings Program” postcards, and about fake “unclaimed life insurance” letters targeting older adults. The through-line in all three is the same: scammers borrow the look of something official to get a person to act quickly, before they stop to check.
Why open enrollment season draws scammers every year
Open enrollment is a narrow, hard deadline — Medicare shoppers know they have until December 7 to make a change, and scammers count on that urgency to push people past the usual caution they would apply to an unfamiliar link or caller. A paid search ad that looks official is simply a newer version of the same play as a postcard or a phone call: borrow legitimacy, create urgency, and ask for information or a payment before anyone has time to verify the source. The FTC's advice does not change by channel — verify first, regardless of whether the pitch arrives by search ad, mail, or phone.
What this means for UTL readers
No guarantees or specific plan comparisons should be read into this warning — the takeaway is caution and verification, not a product recommendation. If the Medicare shopping season also has you thinking about final expense or whole life coverage, our final expense and whole life pages explain how each works, our who we serve page covers retirees and working families alike, and the free life insurance calculator gives you a coverage estimate without calling anyone first.
Sources
- Newsweek — Warning: Medicare scams pay their way into top results
- FTC Consumer Advice — Protect yourself from scams during Medicare Open Enrollment
Frequently Asked Questions
When is Medicare Open Enrollment in 2026?
Medicare Open Enrollment runs from October 15 to December 7, 2026.
How are scammers using search ads to target Medicare shoppers?
The FTC says scammers and dishonest businesses sometimes pay for prominent placement in search engine results, building sites that imitate official government pages with official-looking logos and keywords. Clicking the link or calling the number in such an ad can lead to a plan that is not real health insurance, expose a shopper to medical identity theft, or result in unnecessary fees or enrollment in misleading services.
What does the FTC recommend doing instead?
Go directly to Medicare.gov or call 1-800-MEDICARE (1-800-633-4227) rather than following a search ad, look for "Ad" or "Sponsored" labels that mark paid placement, confirm you are on a .gov website, and take time to scroll past paid results rather than clicking the first link.
Thinking about Medicare and your own coverage?
A licensed United Trust Life agent can walk you through final expense and whole life options on your schedule — free, no pressure, and never through an unsolicited ad or call.
See Final Expense Options →