The National Medical Commission (NMC) has issued new Guidelines on Ethical Advertising and Public Communication by Hospitals/Medical Institutions and Registered Medical Practitioners (RMPs), bringing medical advertising and digital communication under a more defined ethical framework. The guidelines were issued by the Ethics and Medical Registration Board (EMRB) on October 6, 2026, and came into effect immediately.
The guidelines require advertisements and public communications related to medical practice and healthcare services to be truthful, transparent, factual, verifiable and ethically responsible. They cover not only conventional advertising but also websites, social media, blogs, podcasts, digital marketing, influencer marketing and AI-generated or AI-assisted promotional content.
Restrictions on promotional claims
Doctors and healthcare institutions are expected to avoid misleading, exaggerated or unsubstantiated claims about medical services, expertise or treatment outcomes. Claims such as being the “best”, “No. 1” or guaranteeing a particular treatment outcome are among the types of promotional communication the guidelines seek to restrict.
The guidelines also prohibit the use of patient testimonials, treatment success stories and identifiable patient information (without consent) for promotional purposes in circumstances covered by the rules. Patient photographs, videos, medical information and other identifying details are subject to privacy and consent safeguards.
AI-generated promotions also covered
The NMC has specifically brought AI-generated and AI-assisted promotional communication within the ethical framework. Doctors and hospitals cannot use AI to create misleading testimonials, clinical outcome claims or promotional material that violates the guidelines.
The guidelines also address practices such as improper endorsements, inducements, patient solicitation and attempts to manipulate online rankings or reputations.
Health education remains permitted
The guidelines do not prevent doctors from participating in public-health awareness programmes, educational discussions and information-based communication. However, such activities should not be used as a means of promoting individual medical practice, soliciting patients or commercially marketing medical services.
Action for violations
For violations involving RMPs, professional conduct may be examined by the concerned State Medical Council, EMRB or NMC, as applicable. The guidelines provide for disciplinary and appellate mechanisms. For hospitals and medical institutions, the applicable provisions of the Clinical Establishments Act or relevant state legislation may apply.
The NMC said the framework has been issued in the context of Writ Petition (Civil) No. 1160/2023 before the Supreme Court and the earlier Indian Medical Council professional conduct framework.
Source: National Medical Commission, Guidelines on Ethical Advertising and Public Communication, dated October 6, 2026.
