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It’s the middle of October — the time of year that’s filled with pumpkin spice lattes, jumbo-sized bags of Halloween candy, and endless advertisements to sign up for Medicare.

Medicare’s annual enrollment period kicked off Sunday and runs through Dec. 7, allowing eligible older adults and people with disabilities to sign up for traditional Medicare coverage or Medicare Advantage, the alternative option that is run by health insurance companies.

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A lot is changing during this year’s enrollment window. The federal government is cracking down on deceptive TV ads and other messaging that exaggerate the benefits of, or hide the potential flaws of, Medicare Advantage plans. The Senate Finance Committee is holding a hearing this week on that same topic. Prescription drug plan premiums also are fluctuating a lot in many areas in response to provisions embedded in the Inflation Reduction Act.

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