HealthCare.gov Announces New Privacy Tools, Support for DNT
Ahead of Open Enrollment beginning on HealthCare.gov on Nov. 1, Centers for Medicare & Medicaid Services (CMS) Marketplace CEO Kevin Counihan announced changes made to the site and enrollment process to protect consumer privacy. Effective Friday, CMS launched a new…
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privacy manager to give consumers “more control over the information you choose to share with us,” Counihan said in a blog post Friday. “This simple tool makes it easy for you to opt-in or out of the different types of third-party tools used by HealthCare.gov -- Advertising, Analytics, or Social Media,” Counihan said. “If you choose to opt-out, you’ll still have access to everything on the site, but we won’t use information from your visit to analyze the site’s technical performance or use digital advertising to remind you about helpful information like deadlines,” he said. “We’re also supporting the Do Not Track browser setting for our digital advertising,” he said. CMS updated its privacy notice to reflect these changes and help consumers understand how CMS is working to protect their privacy, Counihan said. Personal information including name, Social Security number and income are collected when signing up for healthcare coverage, and CMS takes “protecting this type of personal information very seriously and only use[s] it to help you get -- and keep -- your coverage,” Counihan said. CMS receives some information automatically when the site is used so CMS understands how the site is being used, and uses tools like Google Analytics to analyze the site’s technical performance and effectiveness of digital advertising outreach efforts, Counihan said.