Every Medicare supplement insurer must establish marketing procedures to ensure comparisons of policies are fair and accurate, and _____ is not sold or issued.

The correct answer is that excessive insurance must not be sold or issued by a Medicare supplement insurer. This ensures that individuals are not sold more coverage than they need or can reasonably benefit from, which promotes responsible selling practices and protects consumers from overinsuring themselves.

In the context of Medicare supplements, excessive insurance refers to having a policy that provides more coverage than is necessary, which can lead to higher premiums without a corresponding benefit. This is particularly important for elderly clients who may be on fixed incomes and for whom financial security is a priority. The requirement to prevent the sale of excessive insurance aligns with regulatory guidelines designed to ensure ethical marketing practices.

By mandating these marketing procedures, the intent is to create a transparent environment where consumers can make informed decisions based on accurate information, ultimately safeguarding their financial and health-related interests.