India
National Medical Commission Issues New Guidelines on Ethical Healthcare Advertising and Public Communication: The National Medical Commission (NMC) has issued new guidelines governing ethical advertising and public communication by hospitals, medical institutions and registered medical practitioners, with the aim of protecting patients, maintaining professional standards and preventing the commercialisation of healthcare.
The public notice, dated October 6, 2026, was issued by the NMC’s Ethics and Medical Registration Board under reference number R-13014/01/2024-Ethics. It states that the guidelines take immediate effect and calls on registered medical practitioners and other concerned stakeholders to comply with the accompanying provisions.
The notice cites a pending writ petition before the Supreme Court of India and the Indian Medical Council (Professional Conduct, Etiquette and Ethics) Regulations, 2002, as part of the context for framing the guidelines.
The commission’s stated objectives include preserving the dignity of the medical profession, protecting patient interests, preventing misleading medical claims and ensuring that healthcare communication remains informational, ethical and evidence-based.
Social media, influencers and AI-generated promotions covered
One of the most significant aspects of the guidelines is their explicit coverage of modern digital communication. The NMC defines advertising broadly to include social media posts, websites, blogs, messaging platforms, sponsored content, influencer marketing, digital campaigns, podcasts, online healthcare platforms and AI-generated or AI-assisted promotional material when used for promotional purposes.
The rules seek to ensure that digital platforms do not become channels for misleading claims or inappropriate solicitation of patients.
Key provisions include:
- AI-generated content: Promotional content generated using artificial intelligence must carry a source mark identifying its AI origin. AI must not be used to create misleading representations about diagnoses, treatments, qualifications, clinical outcomes or patient experiences.
- Fake testimonials and reviews: Doctors and healthcare institutions must not procure, manipulate or publish fake, paid or misleading patient reviews, ratings, endorsements or recommendations for promotional purposes.
- Patient privacy: Patient photographs, videos, medical records, clinical images and treatment details cannot be used for advertising except where permitted by law and appropriate consent and safeguards are in place.
- Misleading claims: Claims such as “guaranteed cure,” “100% success,” “miracle treatment” and unsubstantiated assertions of superiority are prohibited.
- Influencer marketing: Doctors cannot use celebrities, influencers or third parties to promote professional services through prohibited testimonials or endorsements.
- Commercial incentives: Discounts, coupons, cashback offers, gifts and referral benefits cannot be used in ways likely to encourage unnecessary consultations, diagnostic investigations or treatments.
What doctors are allowed to communicate
The guidelines do not prohibit all public communication by medical professionals. Instead, they distinguish between factual information and promotional activities designed to solicit patients.
Registered medical practitioners may participate in public health campaigns, academic discussions, educational programmes and health-awareness initiatives, provided these do not promote their personal practice or solicit patients through promotional marketing.
Doctors may also make formal announcements about starting a practice, changing their practice address or type, temporary absence, resumption of practice and consultation fees. They may deliver public health lectures and distribute educational materials, provided the information does not contain misleading claims or guarantees of superior results.
Hospitals and medical institutions may publish objective, verifiable information about their names, locations, contact details, departments, equipment, facilities, emergency services, accreditation, fees and available services, subject to applicable law.
The guidelines also recognise the value of online hospital directories that provide factual information about doctors, including their names, recognised qualifications, specialties, registration details and availability.
Healthcare platforms hosting registered practitioners are expected to comply with NMC ethical advertising norms, avoid paid ranking of doctors and maintain transparency in their listings.
Penalties and enforcement
The guidelines outline a graded enforcement framework for violations by registered medical practitioners. Depending on the circumstances, the concerned State Medical Council may consider the following measures:
| Violation level | Action that may be considered |
|---|---|
| First violation | Warning and mandatory ethics training |
| Second violation | Censure and monetary penalty |
| Third violation | Suspension of registration for 3–6 months |
| Serious violation | Suspension for 6–12 months |
| Repeated violations | Removal from the medical register for 1–3 years |
These are measures contemplated under the guidelines, not automatic penalties for every breach. The document provides for a show-cause notice and an opportunity for the practitioner to respond before penalties are imposed. Any action must follow the applicable law and procedural requirements.
The guidelines also provide an appeal mechanism. A registered medical practitioner aggrieved by a State Medical Council decision may appeal to the Ethics and Medical Registration Board of the NMC within 60 days under the stated procedure. A second appeal may be pursued within the specified period under the National Medical Commission Act, 2019.
Hospitals and medical institutions remain subject to the relevant Clinical Establishments Act, applicable rules and other state legislation.
Implications for India’s healthcare and digital marketing industries
The new framework has implications beyond doctors and hospital administrators. Healthcare advertising agencies, digital marketing companies, influencer networks, online medical directories and technology platforms will need to review how they create and distribute promotional content for medical professionals and institutions.
AI-powered content creation is a particularly important area. Marketing material that includes fabricated patient experiences, manipulated clinical imagery, unsupported treatment claims or synthetic endorsements could raise serious compliance concerns.
Healthcare organisations may therefore need to review their websites, social media accounts, paid campaigns, influencer agreements, patient consent processes, online reviews and AI-assisted content workflows.
For patients, the intended benefit is greater transparency and a stronger safeguard against misleading claims that could influence decisions about medical treatment. For ethical healthcare providers, the rules establish a clearer distinction between legitimate public education and promotional practices that risk undermining professional trust.
Transparency and patient trust at the centre
The National Medical Commission’s guidelines seek to balance the public’s need for reliable healthcare information with the ethical responsibilities of medical professionals. By addressing traditional advertising alongside social media, influencer marketing and artificial intelligence, the commission has brought emerging forms of digital communication into its regulatory framework.
The effectiveness of the new rules will depend on awareness among practitioners and institutions, consistent implementation by the relevant authorities and the ability of healthcare organisations to adapt their communication practices.
The central message is clear: healthcare communication should inform patients, not mislead them; protect privacy, not exploit personal experiences; and uphold medical ethics rather than commercialise patient care.
