The National Medical Commission (NMC) on October 06, 2026, issued the notification regarding the Guidelines on Ethical Advertising and Public Communication by Hospitals/Medical Institutions and Registered Medical Practitioners.
The following has been stated namely: -
• The Objective is to Protect patient interests, maintain the dignity of the medical profession, prevent commercialization of healthcare, and ensure truthful, evidence-based communication.
• The guidelines apply to Registered Medical Practitioners (RMPs), hospitals, medical institutions, and their advertising and promotional activities across digital and traditional media.
• Advertising includes promotional content through newspapers, television, websites, social media, WhatsApp, influencers, sponsored posts, podcasts, and AI-generated content.
• Doctors may participate in health education programmes, public health campaigns, and academic discussions, provided these do not promote personal practice or solicit patients.
• Hospitals and doctors may communicate factual information about their facilities, infrastructure, equipment, qualifications, and services without misleading or unverifiable claims.
• Doctors posting on electronic media must disclose their name, qualifications, registration status, and State Medical Register/National Medical Register registration number. Clinical establishments must disclose the corresponding details of their doctors.
• Patient names, photographs, videos, medical records, clinical images, and identifiable treatment details must not be used for advertising except where legally permitted and applicable consent and safeguards are satisfied.
• Doctors and hospitals must not solicit, purchase, manipulate, or publish fake, paid, or misleading patient reviews, ratings, testimonials, endorsements, or recommendations for professional promotion.
• Claims such as “100% success,” “guaranteed cure,” “miracle treatment,” “best doctor,” and “No. 1 specialist” are restricted unless objectively verifiable, independently ascertainable, and otherwise permitted under applicable law.
• Doctors must not directly or indirectly solicit patients, use fear-based marketing, create unnecessary demand for procedures, or promote unnecessary investigations and treatments.
• Doctors must not use their name, photograph, voice, signature, or professional status to endorse medicines, medical devices, health products, or commercial products in advertisements.
• Commissions, referral fees, rebates, gifts, bonuses, or other consideration linked to patient referrals or procurement are prohibited. Marketing agencies and online platforms must not be paid in a manner linked to individual patient referrals.
• Commercial AI-generated promotional campaigns are prohibited. Otherwise-compliant AI-generated promotional content must carry an explicit AI-origin disclosure. Fake patient images, synthetic testimonials, misleading clinical outcomes, and manipulated digital engagement are prohibited.
• Research-based scientific or educational publications and specified formal announcements, such as starting practice, are permitted subject to applicable conditions. Government campaigns serving the larger public interest are exempt under the stated guidelines. All activities must also comply with applicable NMC regulations, clinical establishment laws, and data-protection requirements.
This shall come into force on October 06, 2026.
[Notification No. R-13014/01/2024-Ethics]
