Photo: Diego M. Radzinschi/ALM

Open enrollment kicked off this week, and millions of older Americans are sorting through sometimes confusing or even deceptive marketing pitches for Medicare Advantage plans. The Senate Finance Committee addressed the problem in a Wednesday hearing.

"Every fall, Medicare-eligible consumers are bombarded with mailers, TV ads and phone calls rife with misleading and pernicious content," testified Cobi Blumenfeld-Gantz, cofounder and CEO of the Medicare advisory firm Chapter. "The bad actors are typically not local brokers who live in each community; rather, they're lead generators operating as marketing middlemen who traffic in scare tactics, imitate government agencies and inaccurately advertise plan benefits."

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