No self-promotion, misleading AI content, exaggerated claims: New rules for doctors
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Amid growing competition among medical practitioners, the National Medical Commission (NMC), the country’s apex medical regulator, has introduced guidelines restricting doctors’ self-promotion, exaggerated claims, gifts and promotional offers, and the use of AI-generated content to mislead patients, with violations attracting penalties.
The new guidelines seek to address the challenges posed by the growing use of electronic and social media, while ensuring that professional communication remains ethical and patients are not misled by commercial interests.
Although the Indian Medical Council (Professional Conduct, Etiquette and Ethics) Regulations, 2002, already prohibit self-advertising and prescribe standards of professional conduct, the latest guidelines specifically address digital promotion and emerging forms of online communication.
Under the new rules, doctors may conduct health-awareness programmes, disseminate public-health information and participate in educational discussions, but they cannot solicit patients, promote their own practice or endorse drugs, therapies and medical devices, irrespective of whether they receive payment.
The guidelines also prohibit the use of patient success stories, before-and-after photographs and celebrity patients for promotional purposes, while allowing patient information to be used for scientific or educational purposes only when appropriately anonymised.
In a further attempt to curb misleading digital publicity, doctors, hospitals and third parties acting on their behalf have been barred from procuring fake followers, likes, reviews, ratings, testimonials and other forms of online engagement, as well as manipulating search rankings and algorithms to exaggerate professional standing.
The commission has also prohibited unsubstantiated claims such as “best doctor”, “most trusted”, “pain-free treatment” and “unmatched”, requiring claims of this nature to be backed by independently verifiable evidence, with relevant details of the methodology, dates and awarding organisations disclosed where necessary.
Doctors are prohibited from soliciting or accepting commissions, referral fees, rebates, gifts and other financial inducements linked to medical services, while discounts, limited-period offers, coupons, cashbacks and contests that could encourage unnecessary consultations, tests or treatment have also been discouraged.
The guidelines further prohibit the use of AI-generated or AI-assisted content to make misleading or unverifiable claims about diagnoses, treatments, clinical outcomes, qualifications and patient experiences. Synthetic images, voices and testimonials that could be mistaken for genuine endorsements must not be used deceptively.
Penalties will be graded according to the nature and frequency of violations, beginning with a warning and mandatory ethics training for a first offence, followed by censure and monetary penalties, suspension of registration for subsequent breaches, and eventual removal from the medical register for repeated violations. Hospitals may also face action under the Clinical Establishments Act in states where the legislation is in force.