Event controls • 2026 compliance resource
Medicare educational vs. marketing events
An educational event generally informs people about Medicare without marketing specific plans. A marketing or sales event is designed to market plan products or benefits. The event’s actual content and conduct—not its title—control the classification.
| Activity | Educational event | Marketing or sales event |
|---|---|---|
| Plan-specific marketing | Not permitted | Permitted using compliant materials and conduct |
| Plan applications | May not distribute or accept | May distribute and accept |
| Beneficiary questions | May answer beneficiary-initiated plan questions within applicable limits | May conduct a marketing presentation and answer questions |
| Contact information | May make contact cards and Scope of Appointment forms available | May collect Scope of Appointment forms for future appointments |
| Required sign-in | Do not make attendance conditional on contact information | May not require contact information as a prerequisite |
When one event follows another
If a marketing event directly follows an educational event, CMS requires clear notice that the educational event is ending and sufficient opportunity for attendees to leave before marketing begins.
Pre-event checklist
- Classify the event from the agenda, content, speakers, materials, and calls to action.
- Use an accurate advertisement and required disclosures.
- Separate educational and marketing materials.
- Train every presenter and staff member on permitted activities.
- Confirm venue, provider-setting, food, lead-capture, and follow-up rules.
- Retain approvals, advertisements, sign-in practices, materials, and incident notes.
Current sources
Source note: The CMS Medicare Communications and Marketing Guidelines page includes older and archived guidance. For current requirements, use the current eCFR, current-year CMS training and testing guidance, applicable HPMS memoranda, and current plan, carrier, agency, and state procedures.
Related resources
Agent compliance notice: This resource is educational, is not legal advice, and does not replace current CMS regulations, carrier instructions, agency procedures, or state licensing requirements. Agents should verify current requirements before relying on this resource.