New Delhi, Oct 8: The National Medical Commission has issued new guidelines governing advertisements and public communication by hospitals, medical institutions and Registered Medical Practitioners, stressing accuracy, transparency and ethical standards in the promotion of healthcare services.

The guidelines are aimed at protecting patients from misleading, exaggerated or unsupported claims while ensuring that their privacy, dignity and autonomy are respected.

The rules apply to promotional content shared through traditional and digital platforms, including social media, sponsored posts, influencer campaigns, targeted promotions, search engines, audio-visual content and AI-generated or AI-assisted material when used for promotional purposes.

The NMC has clarified that routine public information shared without a commercial motive will not ordinarily be considered advertising. Medical institutions may also provide factual information about equipment, technology and diagnostic facilities, provided such communication does not make superiority claims, guarantee results or accuracy, or contain unverifiable statements.

Doctors using electronic media for professional communication must clearly mention their names, qualifications, registration status and State Medical Register or National Medical Register number. Medical institutions must similarly identify the concerned doctor and provide the required registration details.

The guidelines prohibit doctors, hospitals and medical institutions from arranging, buying, manipulating or publishing fake, paid or misleading patient reviews, ratings, testimonials, endorsements or recommendations to promote medical services.

Doctors have also been barred from seeking or sharing patient testimonials, endorsements or reviews on social media for professional promotion.

The NMC has further sought to curb direct and indirect patient solicitation and promotional practices that may encourage unnecessary medical tests, treatments or procedures.

The guidelines also cover the use of artificial intelligence in promotional communication, bringing AI-generated and AI-assisted content under the regulatory framework when it serves an advertising purpose.

The Commission said the guidelines are intended to establish a modern framework for responsible healthcare communication and will operate alongside existing laws, professional conduct regulations and other applicable provisions.