Final answer:
The HHS has established guidelines for transparency, privacy, consumer protection, and fraud prevention that agents in the health insurance marketplace must follow, particularly under HIPAA and the ACA.
Step-by-step explanation:
The U.S. Department of Health and Human Services (HHS) has established several standards of conduct for agents, brokers, and web brokers who participate in the health insurance marketplace. These standards include guidelines for transparency and accountability, privacy and security, consumer protection, and fraud prevention. Under the Health Insurance Portability and Accountability Act (HIPAA), these agents are required to adhere to strict protocols to safeguard patient information.
The Patient Protection and Affordable Care Act, commonly known as ACA or Obamacare, further emphasizes the need for these guidelines in the health insurance domain. The enforcement of such standards is imperative to maintain the integrity of the health insurance marketplace and to ensure that personal health records are kept confidential and secure. Agents and brokers must balance the cost of treatments and diagnoses, enhance patient quality of life, and mitigate risks to individual privacy to comply with HHS guidelines.