Introduction
The Federal Communications Commission (FCC) implemented a new regulatory measure which was also adopted by the Centers for Medicare and Medicaid Services (CMS) for the upcoming 2025 Annual Enrollment Period (AEP) beginning October 1, 2024. The new “One-to-One Consent Rule” will significantly change Medicare lead generation and distribution practices. The new rule mandates that lead generating Third-Party Marketing Organizations (TPMOs) must collect explicit prior consent from each Medicare beneficiary and transfer the lead with documented consent to only one authorized Agent before any marketing or sales communications activities can begin…

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