Searching for Medicare, HealthCare.gov or a passport? Watch for ads posing as government sites

Two enrollment seasons overlap this fall. Medicare's Open Enrollment Period runs from October 15 to December 7, and Open Enrollment for 2027 plans on the HealthCare.gov Marketplace starts November 1. On September 28, 2026, the Federal Trade Commission reminded people that health insurance scams increase during these windows and that the first search result isn't always the official site. On October 22, 2026, the FTC also announced a lawsuit against a passport-services operation that, it says, used paid Google search ads to impersonate the government or pass itself off as government-affiliated.

What the FTC is warning about

According to the FTC, scammers and dishonest businesses sometimes pay to have their listings placed at the top of search results. The agency says these bad actors often choose web addresses that resemble government ones and add keywords and official-looking logos, so that you believe you've reached the real HealthCare.gov or Medicare.gov.

Calling the number or following the link in one of these ads can cost you, the FTC says. You might end up paying for a scammy plan that isn't health insurance at all, or expose yourself to medical identity theft.

The passport case: what the FTC alleges

The FTC's complaint names GovAssist LLC, Entry LLC and Scott Zuckerman, the companies' owner. Since at least October 2023, the agency says, they have run websites including GovAssist.com, Entry.com and IVS.us that offer passport and visa services while pretending to be affiliated with the U.S. State Department. The complaint makes three main allegations:

• Alleged impersonation through search ads. When people searched Google for phrases such as "passport renewal online" or "how can I renew my passport", the FTC says the defendants' IVS.us and Entry.com application pages routinely appeared as top sponsored results, and consumers were led to think they were dealing with the federal government or an authorized provider.
• Alleged false service promises. The defendants allegedly claimed they could issue U.S. passports directly. In many cases, the FTC says, people received only a filled-in application that was available free on the State Department's website. The agency also points to misleading price claims that left out or played down the separate State Department payment, and to rush timelines faster than the quickest expedited service the State Department, the only source of U.S. passports, provides.
• Alleged fake reviews. According to the complaint, the websites touted an "excellent rating" based on Trustpilot reviews. The FTC says that rating rests on large numbers of fake positive reviews.

The FTC alleges violations of the FTC Act, its Impersonation Rule and the Gramm-Leach-Bliley Act, and filed the complaint in the U.S. District Court for the District of Puerto Rico. Filing a complaint means the Commission has "reason to believe" the law is being or is about to be violated; the court will decide the case.

How to spot a look-alike result

• Find the label. A small "Ad" or "Sponsored" tag next to a result marks a paid placement. The FTC suggests scrolling past paid ads.
• Check how the address ends. Medicare.gov and HealthCare.gov end in .gov, and the FTC tells searchers to look for that ending.
• Don't trust the decoration. The FTC's passport guidance says scammers build sites with similar names, flags and seals to look connected to the government.
• Never pay for a form. A passport costs money, but the FTC says the forms to apply or renew are free, and anyone asking you to pay for them is a scammer.
• Don't pay for an appointment. The FTC says State Department passport agencies and centers don't charge to book one, and paying someone else to book it won't make your passport arrive sooner.

What to do instead

• Type the site's name into the search engine yourself, as the FTC suggests: Medicare.gov, or 800-633-4227, for Medicare; HealthCare.gov, or 800-318-2596, to compare Marketplace plans, check your coverage or see whether you qualify for savings.
• For passports, go straight to Travel.State.Gov, which the FTC identifies as the official government website for passport services.
• Take your time, as the FTC advises. Medicare plans must receive your request by December 7 for coverage that starts January 1, and December 15 is HealthCare.gov's last day to enroll or change plans for a January 1 start, as long as you pay your first premium.
• Get help comparing plans. For Medicare, the FTC points to your State Health Insurance Assistance Program (SHIP) or your local Senior Medicare Patrol. For ACA Marketplace plans, use "Find Local Help" on HealthCare.gov.

If you already paid or shared information

If you paid by credit or debit card, the FTC's advice is to report it right away to the card issuer or your bank and ask for your money back. If a site collected your Social Security number and it has been misused, the FTC points to IdentityTheft.gov, which builds a personalized recovery plan. If you aren't sure whether it was used, start at IdentityTheft.gov/databreach.

Where to report

• Suspected health insurance scam: tell the FTC at ReportFraud.ftc.gov and your state attorney general.
• Scam involving Medicare: report it at Medicare.gov or 800-633-4227.
• Scammy passport website or application, or a payment to someone who turned out to be a scammer: report it at ReportFraud.ftc.gov.

The first search result can be an ad, not the agency. Type the .gov address yourself, and never pay anyone for a form the government hands out for free.