Which of the following statements reflects CMS guidance on discriminatory marketing practices?

• A. Focusing on single-family neighborhood owners is encouraged for market insights
• B. It could be discriminatory and a prohibited practice
• C. It is allowed if it leads to higher enrollment in high-income areas
• D. It is required for targeted marketing campaigns

Answer: (B)

CMS guidance requires marketing activities for health plans to be non-discriminatory and not directed at or excluding people based on protected characteristics or socioeconomic factors. Focusing marketing on owners of a single-family neighborhood could signal bias based on where people live or their perceived wealth, which could steer enrollment in a way CMS considers discriminatory and prohibited. So this statement—that such practice could be discriminatory and a prohibited practice—matches the CMS position. The other ideas promote targeting or coercing enrollments in specific groups or areas, which CMS does not permit because it would involve discriminatory marketing practices.