HIPAA-compliant marketing covers all marketing activities in the healthcare and wellness industry, which respect the Health Insurance Portability and Accountability Act (HIPAA) of 1996, a U.S. law designed to provide privacy standards that protect patients' medical records and other health information. It ensures that Protected Health Information (PHI) is not used in marketing without the explicit consent of the patient. In other words, any marketing communications, from email blasts to social media ads, that would involve the use or disclosure of PHI to encourage the use or purchase of a product or service must first have the individual's authorization.