NMC advertising guidelines 2026: what every doctor must know

1. What counts as an advertisement now

Under clause 3.2, an advertisement is any communication that directly or indirectly promotes a doctor's or hospital's services, reputation, skills, qualifications, achievements or facilities. Digital, social-media, sponsored, influencer, search-engine and AI-generated content all count (clause 3.5).

Using an agency, influencer or platform does not shift responsibility. Clause 4.4 says the doctor remains responsible for content they authorised or allowed.

2. The disclosure every post needs

Explanation III: when a doctor publishes anything on electronic media, the post must show the doctor's name, qualifications, registration status and State Medical Council or NMR registration number. Explanation IV applies the same rule to clinics and hospitals posting about a doctor.

A simple line at the end of every post works: Dr Full Name, MBBS, MD (Paediatrics) · Odisha Council Reg. No. 12345.

3. What is clearly prohibited (clause 8.1)

• Soliciting patients, self-promotion, or engaging a third party to market your medical services (8.1 ii)
• "Best doctor", "No. 1", "100% success", "painless", "guaranteed cure", success rates or patient counts (8.1 iii and ix)
• Endorsing drugs, devices or commercial products (8.1 iv)
• Before-and-after photos, celebrity patients and success stories (8.1 v), even with consent (6.2)
• Commissions, referral fees or payments linked to individual patients (8.1 vii and viii)
• Discounts, offers, coupons, free procedures, contests and referral benefits (8.1 x)
• Testimonials or endorsements by patients, staff, influencers or celebrities (8.1 xi)
• Buying followers, likes, reviews or search rankings (8.1 xii)
• Fear-based marketing or creating demand for unnecessary tests or procedures (8.1 i)

4. Reviews and testimonials

Explanation V is the rule most doctors are surprised by: a doctor must not request or share patient testimonials, recommendations, endorsements or reviews for professional promotion on social media. Fake, paid or manipulated reviews are banned outright. Reposting a happy patient's message or asking patients for Google reviews now carries risk.

5. AI-generated content

Clause 7.2 prohibits AI-generated promotional campaigns for commercial interest. Any permitted AI content must carry a mark saying it is AI-generated. AI must never create or alter a patient's image, voice or outcome, or a synthetic version of a doctor or patient (7.2 b). Where it matters to the audience that something is AI, it must be disclosed (7.2 c).

6. What is still allowed

• Health-education content that doesn't promote your practice or solicit patients (5.1)
• Factual clinic information: name, address, timings, departments, facilities, equipment, services and charges (8.3, 9.1)
• A doctor directory on a hospital website with names, qualifications, specialties and registration details (9.1)
• Announcements of starting practice, change of address, temporary absence or fees (8.2)
• Public-health talks in your own name, and greetings on national or medical days (8.2)

7. Penalties (clause 10.1)

• First violation: warning and mandatory ethics training
• Second: censure and a monetary penalty
• Third: suspension for 3–6 months
• Serious cases (misleading cure claims, inducements, digital mass solicitation): suspension for 6–12 months
• Repeated violations: removal from the register for 1–3 years

8. A 10-minute self-check

• Does every post show your name, qualifications and registration number?
• Delete or archive any testimonial, review screenshot or before/after image
• Remove "best", "No. 1", "painless" and success-rate claims from your bio, posts and website
• Take down any offer, discount or free-consultation post
• Label AI-generated images and don't use AI avatars of yourself or patients
• Stop asking patients for reviews, including QR-code cards at the front desk

Frequently asked questions