The National Medical Commission (NMC) has introduced new guidelines regulating advertisements and promotional communications by doctors, hospitals and medical institutions, restricting misleading claims, artificial intelligence-generated promotional content and paid practices intended to manipulate online visibility.
Issued on October 6, 2026, the guidelines came into effect immediately and apply to registered medical practitioners and healthcare institutions across conventional and digital media. The measures cover websites, social media platforms, search engines, mobile applications and other forms of public communication.
Under the revised framework, healthcare providers are prohibited from making exaggerated or unverifiable claims about medical services, treatment outcomes and professional achievements. Advertisements describing doctors or hospitals as the "best" or "No. 1", or promising guaranteed cures and 100% success rates without substantiation, fall within the restricted practices.
The commission has also addressed the use of AI in healthcare marketing. Doctors and medical institutions cannot use AI-generated patient testimonials, fabricated treatment outcomes or deceptive promotional material to attract patients. AI-assisted communications must comply with requirements concerning transparency, accuracy and patient privacy.
The guidelines further restrict celebrity endorsements, influencer-led promotions and patient testimonials used to advertise medical services. Healthcare providers are also barred from purchasing fake reviews, artificially increasing social media engagement or paying to manipulate rankings on search engines and healthcare applications.
These provisions extend the commission's oversight to digital marketing practices that can influence how patients discover and evaluate healthcare providers.
Patient confidentiality is another area covered by the guidelines. Doctors and hospitals must not use identifiable patient information, photographs, videos or treatment details for advertising in violation of applicable privacy and consent requirements.
The framework also places restrictions on promotional incentives, including gifts and free consultations offered primarily to attract patients. Information about medical services, facilities and treatment charges must remain factual and transparent.
However, the guidelines do not prevent doctors from participating in public health awareness activities or sharing educational information. Medical professionals may communicate evidence-based health information, provided such communication is not used as a means of soliciting patients or promoting their own services.
The commission has outlined provisions for addressing violations, which may lead to warnings, financial penalties, suspension of registration or other disciplinary measures, depending on the nature and severity of the misconduct. Practitioners are to be given an opportunity to respond under the applicable process.
The guidelines establish clearer expectations for healthcare advertising as hospitals and practitioners increasingly use digital platforms, online reviews and AI-assisted content to communicate with patients.
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