NMC brings doctors’ digital patient acquisition under ethics rules

The National Medical Commission (NMC) has brought the promotion of doctors and hospitals and how they attract patients online under the ambit of medical ethics, prohibiting paid rankings, fake reviews, referral fees, misleading claims and the use of artificial intelligence (AI) to create or manipulate patient testimonials.

The Ethics and Medical Registration Board’s Guidelines on Ethical Advertising and Public Communication by Hospitals/Medical Institutions and Registered Medical Practitioners, issued on October 6, apply to communication through websites, social media, messaging platforms, podcasts, sponsored content, influencers and online platforms. The guidelines have come into effect immediately.

The guidelines prohibit registered medical practitioners (RMPs) and hospitals from making claims such as “best”, “No. 1”, “leading”, “most trusted”, “top” or “unmatched”, unless these can be objectively verified through a transparent and independently ascertainable methodology. Any ranking or award used in advertising must also be independently verifiable, with relevant details disclosed where necessary to prevent the public from being misled.

Online promotion targeted

The NMC has specifically addressed online promotion. RMPs and hospitals cannot procure or manipulate fake followers, likes, reviews, ratings, testimonials, comments, views or other digital engagement. They cannot manipulate search rankings, visibility or algorithms to create a misleading impression of their professional standing.