WASHINGTON — The Obama administration issued stringent new standards on Friday for health insurance to address a flood of complaints from consumers who said that costs were too high and that the choice of doctors, hospitals and prescription drugs was too limited in many health plans offered this year under the Affordable Care Act.

In deciding which products can be sold in the federal marketplace next year, officials said, they will scrutinize health plans more closely and rely less on evaluations by state insurance regulators and private groups that accredit health plans.

Consumer advocates welcomed the standards and said they should have gone further. But insurers and employer groups complained of burdensome overregulation and said the White House should focus first on getting the online exchanges to work properly.

The federal government sets standards for insurers in the federal exchange, which serves three dozen states with about two-thirds of the nation’s population. States running their own exchanges generally build on the federal standards.