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Virginia Bureau of Insurance · July 27, 2026 · Primary source

Virginia’s Insurance Marketplace Is Ready to Assist Virginians Affected by Deceptive Marketing Practices

Score 60PRIMARYregulatoryState insurance deptVA

Summary

The Virginia State Corporation Commission announces that the state's Insurance Marketplace will provide a special enrollment pathway for Virginians harmed by the FTC's lawsuit against Innovative Partners LP and American Collective LP, which allegedly marketed medical discount memberships and limited benefit plans as comprehensive health insurance coverage. The FTC action, filed in 2026, alleges the companies misled consumers who now face near-full cost-sharing for medical care. More than 900 Virginians were identified as affected by the court-appointed receiver. Affected consumers can verify eligibility using company correspondence, proof of payment, or a receiver or FTC notice.

What this may mean

The FTC lawsuit targets deceptive marketing of non-comprehensive health products as full insurance coverage, a consumer protection enforcement theory that carries direct implications for entities marketing limited benefit plans and discount memberships. Virginia's special enrollment period creates an administrative remedy for affected consumers but does not itself impose new obligations on insurers or providers. The underlying FTC action against Innovative Partners and American Collective LP is the operative enforcement development for compliance purposes.

Informational only. Not legal, medical, financial, or other professional advice. Always consult a qualified professional familiar with your specific facts before relying on any item.

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