Marketing — HHS.gov HIPAA Guidance

source.hhs-gov.hipaa-for-professionals-privacy-guidance-marketing-2026 ↗

HHS Office for Civil Rights primary regulatory guidance page on the HIPAA Privacy Rule's Marketing provisions. States that, with limited exceptions (face-to-face communications and promotional gifts of nominal value), a covered entity must obtain an individual's written authorization before using or disclosing protected health information for marketing purposes. Sits alongside companion HHS pages summarizing the Privacy Rule (national standards for protecting individually identifiable health information) and the Security Rule (administrative, physical, and technical safeguards for electronic PHI).