New Delhi – The National Medical Commission (NMC) has issued comprehensive regulations that ban self‑promotional advertising, celebrity or patient endorsements, and AI‑generated campaigns by registered medical practitioners (RMPs) and medical institutions. The rules, which take effect immediately, cover both digital platforms such as Instagram, YouTube and other social media, as well as traditional media channels.
Scope and objectives of the guidelines
The document, titled “Guidelines on Ethical Advertising and Public Communication by hospitals/medical institutions and Registered Medical Practitioners,” seeks to protect patients and the public from misleading or exaggerated medical claims. It emphasizes that information shared by doctors and hospitals must be factual, accurate, transparent and verifiable. According to the NMC secretary, Dr. Raghav Langer, the purpose is to preserve the dignity of the medical profession, curb commercialisation of health care, and align advertising practices with professional standards across all systems of medicine.
Advertising is defined broadly to include any communication—whether a press release, poster, online post or audio‑visual material—that directly or indirectly promotes the services, reputation, skills, qualifications, achievements or facilities of a practitioner or institution. The guidelines specifically classify digital, social‑media, sponsored, influencer‑led, search‑engine, platform‑based, AI‑generated or AI‑assisted content as advertising whenever it carries a promotional tone.
Prohibited practices and potential penalties
Under the new rules, RMPs and hospitals are barred from soliciting, purchasing or fabricating patient reviews, ratings, testimonials, endorsements or recommendations for the purpose of marketing medical services. They may not request or share patient testimonials on social media, nor employ celebrities, influencers, employees or any third party to endorse their practice.
Statements that suggest guaranteed cures, “best doctor,” “No. 1 specialist,” “100 % success,” “miracle treatment,” or any other unverifiable claim are expressly prohibited unless they can be objectively verified. Claims such as “leading,” “most trusted,” “top,” or “unmatched” are also disallowed without verifiable evidence. Doctors are further restricted from approving or recommending any drug, medical device, diagnostic product or commercial health product in advertising.
The guidelines also forbid the manipulation of digital metrics. Practitioners may not procure fake followers, likes, comments, views, or alter search rankings to create a misleading impression of their professional standing. Advertising that creates unnecessary demand for procedures, promotes fear‑based marketing, or encourages unnecessary diagnostics is likewise banned.Specific content restrictions include the publication of case studies, surgical results, before‑and‑after photographs, or celebrity patient stories for promotional purposes, unless the material is presented strictly for scientific or educational use with anonymised consent. Any statement that raises unrealistic expectations, hides risks, or promotes unproven or secret remedies is prohibited.
Financial inducements such as commissions, referral fees, gifts, rebates, discounts, limited‑time offers, contests, coupons, cash‑backs, free procedures or similar benefits that could lure patients into unnecessary consultations are also forbidden.
Violations may attract disciplinary measures ranging from censure and mandatory corrective compliance or ethics sensitisation, to suspension or restriction of registration and monetary penalties. The NMC has warned that it will take action against any practitioner found breaching the standards.
Permitted communications and appeal mechanism
While promotional activities are heavily curtailed, the NMC allows doctors and institutions to partake in health‑awareness programmes, government health campaigns, academic discussions and educational content, provided these do not serve to market personal practice, solicit patients, or generate revenue through promotional marketing.
Practitioners may issue formal announcements regarding the commencement of a practice, changes in the type of practice, address updates, temporary absences, resumption of services, succession of a practice, or public declaration of fees. In addition, hoardings or billboards in public spaces, when leased from municipal authorities, may be used solely to convey factual information about infrastructure, facilities and similar non‑promotional details.
Any medical professional or institution that believes a decision under the new guidelines is unjust can appeal to the Ethics and Medical Registration Board of the NMC within 60 days of the notice.
By imposing these stringent rules, the NMC aims to create a level playing field across all medical systems, ensure that patient‑centred communication remains truthful, and discourage the commercialisation of health care services in an increasingly digital landscape.
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