The Centers for Medicare and Medicaid Services (CMS) developed guidelines to protect the interests of Medicare beneficiaries. These guidelines;

• make it easier for CMS to monitor marketing practices and materials and ensure consistency throughout the industry's marketing program
• assure that beneficiaries get the most accurate and consumer-friendly information and materials so that they can make informed health care decisions

CMS views the producer as an extension of the health plan—so any producer activity affects and reflects upon the health plan. Plan sponsors pay penalties, as may producers, for producer violations of CMS guidelines. Therefore, it is incumbent upon producers to strictly follow CMS and HSIC guidelines.

In 2009, CMS is emphasizing existing guidelines, clarifying other current guidelines, and adding new guidelines. It has implemented various monitoring practices of marketing activities and continues its scrutiny of all producer-related activities.