NMC’s new advertising rules for doctors and hospitals (Oct 2026): what you can and can’t post

Transcript

On the sixth of October 2026, the National Medical Commission issued new guidelines on advertising by doctors and hospitals. They came into force the same day. This video covers what changed, what you can still post, what is now off limits, the rules on AI content, and the penalties. It is a marketer's summary, not legal advice.

First, the scope. The Guidelines on Ethical Advertising and Public Communication took effect immediately. There is no transition period. They cover TV, print, hoardings, websites, social media, WhatsApp and other messaging apps, podcasts, influencer and sponsored posts, online healthcare platforms and AI-generated content. They apply to registered doctors and to hospitals and medical institutions. And if an agency or an influencer published the content on your behalf, the responsibility still sits with the doctor or the hospital.

Now, what is still allowed. The theme is simple: facts a patient can verify. Your name, location, contact details and timings. Departments, facilities, equipment and emergency services. Accreditation, stated with its source. And charges, stated factually. Prices are fine. Offers are not, as you will see in a moment.

Doctors and hospitals can still inform and educate. A doctor directory, listing names, recognised qualifications, specialties, registration details and availability, counts as patient information, not promotion. Health awareness and educational content is allowed, as long as it does not promote a practice, solicit patients or get monetised through promotional marketing. Factual announcements are fine: starting a practice, a new address, a temporary absence, and consultation charges. And doctors can give public health talks in their own name, and publish case studies in medical journals.

Now the biggest change for marketing teams. Requesting or sharing patient testimonials, recommendations or reviews for promotion is not allowed. And patient consent, by itself, does not make a testimonial permissible. Before-and-after photos, promotional case studies, celebrity patients and success stories are out, except anonymised scientific or educational use. Patients must not be identifiable in public content. And fake, paid or manipulated reviews, ratings, followers or search rankings are prohibited.

Next, claims. Guaranteed cure is out. So is one hundred percent success. And painless treatment. Best doctor, number one, or any comparison you cannot objectively verify are also prohibited. An award or ranking can be mentioned only if it is independently verifiable, with the issuer, date and methodology disclosed.

Then, inducements. Discounts and limited-period offers that push people towards consultations, tests or treatment are prohibited. So are coupons, contests, gifts and cashbacks. Commissions, referral fees, and agency or influencer fees linked to the number of patients or leads delivered are not allowed. And doctors must not endorse drugs, devices or products, whether paid or unpaid.

The guidelines also address AI directly. Promotional content made with AI must carry a mark saying it is AI-generated or AI-assisted. AI-generated promotional campaigns for commercial interest are prohibited. AI must not be used to fake a patient's image, voice, testimonial or outcome. And any patient information fed into AI tools must comply with privacy and data protection law, including the DPDP Act.

Here is what compliant content looks like in practice. Instead of best knee surgeon, one hundred percent success, twenty percent off, say what the procedure is, who it suits, what recovery involves and what the risks are, with charges listed. Instead of a patient video, have the surgeon explain what recovery usually looks like. And instead of pushing patients for five-star reviews, keep your profile accurate and factual.

Now the penalties. State Medical Councils enforce them, after a show-cause notice. A first violation brings a warning and mandatory ethics training. A second brings censure and a monetary penalty. A third means suspension of registration for three to six months. Serious violations, such as misleading cure claims, patient inducement or digital mass solicitation, mean suspension for six to twelve months. Repeated violations can mean removal from the medical register for one to three years. Hospitals face action under the Clinical Establishments Act or state law.

So what should a marketing team do this week? Remove patient testimonials, review screenshots and before-and-after posts from your website, social media and ads. Pause campaigns that ask patients for reviews until your legal team confirms what is allowed. Pull every discount, offer and cashback, and keep factual price lists. Rewrite superlatives like best, number one and painless into specific, verifiable facts. And label AI content, and fix any agency or influencer contract that pays per patient or per lead.

The full written guide, with the penalty table, a pre-launch checklist and links to the sources, is on gauravphogat.com. The link is in the description. Check the NMC notice itself for exact wording before acting on a specific case.