The National Medical Commission has issued new advertising guidelines that bar doctors, private hospitals and nursing homes from making unsupported claims such as being the “number one” or “best” healthcare provider, promising complete recovery, or using artificial intelligence for commercial promotion.
The notice was issued by the NMC’s Ethics and Registration Board as a public-interest directive, according to a report by Sangbad Pratidin – Kolkata. It applies not only to television and print advertising but also to Facebook, Instagram, websites, blogs and other online platforms.
Under the guidelines, doctors cannot describe themselves as the “number one” or “best” physician in advertisements. Healthcare providers also cannot claim that patients will achieve “100 per cent success” by seeking treatment at a particular clinic, hospital or nursing home. Advertisements cannot use fear about an illness to attract patients or make false, exaggerated or unproven claims such as promising that a disease will be cured within 24 hours.
The notice also restricts the use of doctors’ endorsements in advertisements for medicines or medical products. Slogans suggesting that a named doctor recommends a medicine as a guaranteed or immediate cure will not be permitted. Patient testimonials cannot be used for commercial gain, and patient photographs or personal information cannot be used for business promotion, the report said.
The restrictions extend to digital marketing and influencer-led promotion. Doctors cannot use influencers or digital creators to attract patients, while third parties that publish non-compliant promotional material may also face responsibility under the guidelines. Commercial promotion of doctors through artificial intelligence has also been prohibited.
The NMC has prescribed disclosure requirements for doctors who promote themselves electronically. Their names, qualifications and registration numbers must be displayed clearly. The requirement comes amid concerns about unqualified practitioners. The report cited the Association of Private Hospital and Nursing Home’s secretary, Dr Rajib Pandey, as saying that several fake doctors had recently been identified in West Bengal and that some of them were registered with the NMC.
Dr Anirban Dalui, a public health official, supported the ethical restrictions, saying patients should be guided by truth and science rather than fear or unrealistic promises. He also said using patient images and information for commercial promotion was inappropriate.
Dr Pandey said the NMC was the country’s largest regulatory authority for doctors and that healthcare providers were required to follow its directions. At the same time, he noted that doctors also use social media for public-awareness campaigns, raising a distinction between health education and commercial patient acquisition.
The notice sets out a graduated penalty structure. A first violation may attract a warning, a second violation may lead to a financial penalty, and a third violation may result in suspension of a doctor’s registration for three to six months. Doctors will be given an opportunity to explain their position before punishment is imposed.
