For years the standard advice to clinics was simple: ask every happy patient for a 5-star Google review. Under NMC's Guidelines on Ethical Advertising (6 October 2026), that advice can now put a doctor's registration at risk. Here's what the rules say and what you can safely do instead.
What the rule says
Explanation V of the guidelines says an RMP shall not request or share patient testimonials, recommendations, endorsements or reviews for professional promotion on social media. It also bans soliciting, buying, manipulating or causing the publication of fake, paid or misleading reviews and ratings.
Clause 8.1 (xi) separately bans patients, employees or third parties promoting a doctor through testimonials, and using a third party to do indirectly what a doctor can't do directly. Clause 8.1 (xii) bans buying or manipulating reviews, ratings or rankings.
What this means in practice
- Asking patients for a Google review, verbally or by WhatsApp, is a request for a review for promotion. Avoid it.
- QR-code "rate us" cards at the reception desk: remove them.
- Automated review-request messages after each visit: switch them off.
- Reposting patient reviews or thank-you messages on Instagram or your website: archive them.
- Asking your staff or an agency to do any of the above for you: still your responsibility (clause 4.4, 8.1 xi).
- Paying for reviews, or offering anything in return for one: clearly prohibited.
What about reviews patients leave on their own?
The guidelines restrict doctors from requesting or sharing reviews. Reviews that patients choose to write on Google without being asked are not something you created. Don't repost them, don't feature them in ads or on your website, and don't incentivise them.
Replying to a review is a grey area. If you do reply, keep it brief, polite and free of any patient details. Never confirm that someone is your patient, because that's protected information (clause 6).
What you can do instead to win patients' trust on Google
- Complete every field of your Google Business Profile: categories, services, accurate timings, holidays, phone, website and booking link
- Add real photos of the clinic, facilities and equipment, with no patients in them
- Keep your name, qualifications and registration number identical on Google, Practo, Justdial and your website
- Post short, factual updates: new timings, a new service, vaccination days, health-awareness tips
- Answer the phone. Clinics that pick up every call, including evenings, convert searchers who would otherwise call the next clinic on the map
Frequently asked questions
Is it illegal for a clinic to have Google reviews?
No. Reviews patients post on their own are not banned. What the guidelines restrict is doctors requesting, sharing, buying or manipulating reviews for promotion.
Can my receptionist ask patients to review us?
That's still a request made on your behalf. Clause 8.1 (xi) bans using third parties, including employees, to do indirectly what a doctor can't do directly.
Can I show reviews on my clinic website?
Sharing patient reviews or testimonials for promotion is restricted under Explanation V and clause 8.1 (xi). Keep your website factual: services, doctors, timings, facilities and fees.
This guide summarises the official NMC notice for general information. It is not legal advice. For your specific situation, refer to the notice itself or your State Medical Council.