The Marketing of Short-Term Health Plans: An Assessment of Industry Practices and State Regulatory Responses

This study assesses short-term plan insurers’ marketing tactics in the wake of new federal rules and how regulators have prepared for this new market. Findings from a marketing scan suggest that consumers shopping online for health insurance are most often directed to websites and brokers selling short-term plans. Due to limits in state consumer protection authority and resources, violations of marketing standards will primarily be enforced retroactively, after insurance regulators receive complaints.