What must a NOPP specifically state regarding the use of PHI for marketing purposes?

The correct answer highlights that written authorization is required for the use of Protected Health Information (PHI) for marketing purposes. This requirement is in accordance with the Health Insurance Portability and Accountability Act (HIPAA) regulations. HIPAA mandates that health care providers and other covered entities must obtain explicit permission from individuals before using their PHI for marketing, ensuring that individuals are aware of how their sensitive information will be used and have control over it.

This compliance not only protects patients' privacy but also fosters trust between healthcare providers and individuals. Patients have the right to make informed choices about their personal health information, and obtaining written authorization is a key step in respecting and safeguarding their privacy rights. This insistence on permission underscores the sensitivity of health data and the necessity for transparency in how it is utilized, which is central to maintaining ethical standards in health care marketing practices.