Medicare marketing basics for your website

Medicare marketing is regulated, and your website counts as marketing. This is not legal advice and rules change, so always confirm details with your upline, FMO or carrier compliance team. But these are the website basics we see come up again and again.

Include the third-party marketing disclaimer

Agents and agencies that sell plans for more than one organization are generally treated as third-party marketing organizations (TPMOs) and are required to show a standard disclaimer on their websites. Current wording explains that you do not offer every plan available in the area, states how many organizations and plans you represent, and points people to Medicare.gov, 1-800-MEDICARE and their State Health Insurance Assistance Program. Get the exact current wording from your compliance team and keep the numbers accurate.

Never look like the government

• Do not use government seals, the HHS or CMS logos, or imagery that resembles a Medicare card.
• Avoid names, domains and headlines that suggest you are Medicare.
• A short statement that you are not connected with or endorsed by the government or the federal Medicare program is a good habit.

Be careful with carrier names and logos

Only display carrier names or logos where you are appointed and the carrier’s guidelines allow it. Many agents simply list carriers in text, which is easier to keep accurate when appointments change.

Keep claims factual

Avoid words like “best,” “free” or “no cost” unless your compliance team approves the context. Be especially careful with statements about benefits, savings and premiums, which vary by plan and location.

Reviews and testimonials

Use only real reviews from real clients, and check whether your carriers or upline have additional rules for testimonials.

Forms and contact consent

If your website collects contact details, be clear about how you will contact people and get the consent your compliance team requires before calling or texting. Keep a record of what each form says.

Good compliance on a website is mostly about clarity: who you are, who you represent and where people can get unbiased information.

Every Agentmark Medicare site is built with space for the disclaimer, licensing details and plain educational wording, and nothing goes live until you approve it.

Published by Agentmark, October 15, 2026. This article is general information, not legal or compliance advice.