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President Obama said on Thursday that he is "sorry" that some Americans are losing their current health insurance plans as a result of the Affordable Care Act, despite his oft-repeated assurances that Americans could keep their health insurance plans if they like them.

The comments, which Obama made in an interview with NBC News, come after facing criticism as millions of Americans on the individual insurance market have received notices that their plans do not meet the minimum benefit requirements set under the ACA and will be canceled.

"I am sorry that they are finding themselves in this situation based on assurances they got from me," Obama said. "We've got to work hard to make sure that they know we hear them and we are going to do everything we can to deal with folks who find themselves in a tough position as a consequence of this."

Earlier this week at a health care summit hosted by Organizing for Action, Obama added some significant verbiage to his declaration — "if you like your current insurance, you keep that insurance" — that was a standard part of his public pitch on his signature health care legislation dating to 2009.

"Now, if you had one of these plans before the Affordable Care Act came into law and you really liked that plan, what we said was you can keep it if it hasn't changed since the law passed," Obama said in a speech to supporters earlier this week.