What exactly did the NMC issue?
The notice was released by the NMC's Ethics and Medical Registration Board (EMRB) and signed by NMC Secretary Dr Raghav Langer, directing all RMPs and stakeholders to comply. It sits alongside the existing 2002 professional conduct regulations and the NMC Act, 2019. It is not a replacement for them.
| Detail | What we know |
|---|---|
| Issued by | NMC Ethics & Medical Registration Board |
| Notice date | 6 October 2026 (No. R-13014/01/2024-Ethics) |
| Applies to | Registered medical practitioners, hospitals and medical institutions, and anyone communicating on their behalf |
| Status | In force immediately |
| Official document | NMC "What's New" download no. 1874 |
What now counts as "advertising"?
The biggest shift is scope. Any communication that directly or indirectly promotes or solicits is covered, whatever the channel.
- Instagram, Facebook, LinkedIn, YouTube, WhatsApp and Telegram
- Sponsored, targeted and influencer-led posts
- Search-engine and platform-based promotion, and online healthcare platforms
- Podcasts and audio-visual content
- AI-generated or AI-assisted promotional content
- Websites and digital communication run by agencies on your behalf
Information shared in the normal course of care, without promotional intent, is not treated as advertising.
What is now restricted or banned
| Area | Rule | Status |
|---|---|---|
| Superiority claims | "No. 1 doctor", "best specialist", "100% success", "guaranteed cure", "miracle treatment" | Banned |
| Reviews & ratings | Fake, paid, purchased or manipulated reviews, ratings and endorsements; paid rankings that misrepresent standing | Banned |
| Testimonials & success stories | Not allowed for promotion, including on social media | Banned |
| Before-and-after photos | Restricted for promotional use | Restricted |
| Patient data & images | Only where the law permits and with proper consent and safeguards | Conditional |
| AI-generated content | No deceptive AI testimonials, images, voices, qualifications or outcomes. Not a blanket ban on AI-assisted work | Conditional |
| Product endorsements | Doctors can't use professional standing to promote medicines, devices or commercial products | Restricted |
| Offers & discounts | Inducements such as coupons or cashback used to attract patients | Restricted |
Doctors vs hospitals: who can say what?
The guidelines draw a clear line between an individual doctor and an institution.
| Individual doctor (RMP) | Hospital / clinic | |
|---|---|---|
| Self-promotion | Not allowed | Factual only |
| Educational content | Allowed, in own name and designation | Allowed |
| Departments, facilities, accreditation, charges | Not as promotion | Allowed if factual and verifiable |
| Doctor directory on website | Listed with qualifications, registration and availability | Allowed |
| Third-party marketers | Responsibility stays with the doctor | Responsibility stays with the institution |
What doctors can still do
- Share evidence-based health education and public-awareness content
- Give talks on public health in their own name and designation
- Make factual announcements: starting practice, change of address, temporary absence, resumption
- State charges factually, as long as it is not used as an inducement
- Mention equipment or services as factual information, without superiority or guaranteed-outcome claims
Every electronic post should show the doctor's name, qualifications, registration status and SMR/NMR registration number.
What this means for your Google Business Profile and website
This is where most clinics will feel it first, because local listings sit right at the point where patients decide.
Google Business Profile
Keep descriptions, services and posts factual. Remove "best", "No. 1", "guaranteed" and "painless" wording, and any offer-led posts.
Reviews
Never buy, fake, incentivise or gate reviews. Don't repost patient testimonials or review screenshots as promotion on your website or social pages.
Website and landing pages
Replace success stories and before-and-after galleries with factual service pages. Show doctor name, qualifications and registration number.
Old content
Pages and posts published before 6 October are still live communication. Audit them too.
What are the penalties?
Action is graded and is "contemplated" by the State Medical Council, after a show-cause notice. Orders must be reasoned, and appeals go to the NMC's EMRB. Hospitals are dealt with under the Clinical Establishments Act or the relevant State Act.
| Violation | Possible action |
|---|---|
| First violation | Warning and mandatory ethics training |
| Second violation | Censure and a monetary penalty |
| Third violation | Suspension of 3 to 6 months |
| Serious violations (e.g. misleading cure claims, inducements) | Suspension of 6 to 12 months |
| Repeated violations | Removal from the register for 1 to 3 years |
"Publishing through an agency does not shift responsibility. If it carries your name, it's your compliance."
A 7-step checklist for this week
- List every channel carrying your name: website, Google profile, Instagram, YouTube, Facebook, LinkedIn, WhatsApp broadcasts, directories
- Add name, qualifications and registration number to electronic posts
- Take down testimonials, review screenshots, before-and-after images and success stories
- Remove "best", "No. 1", "100% success", "guaranteed" and "painless" wording
- Remove discounts, coupons and free-procedure offers used to attract patients
- Review every AI-generated image, video or text for deceptive elements
- Keep a log of who wrote, approved and published each piece
How NexaFlow is responding
As a healthcare marketing agency, we read the notice the day it was published and are reviewing our own client work against it. For clinics and hospitals, that means checking Google Business Profiles, websites and social channels for claims, reviews and content the new guidelines restrict, and replacing them with factual, education-first alternatives.
This article is general information based on public reporting of the NMC notice, not legal advice. Always read the official guidelines and consult a qualified adviser for your specific situation.
Sources
- NMC, Guidelines on Ethical Advertising and Public Communication, public notice dated 6 October 2026: nmc.org.in
- Deccan Herald, "Medical advertising: NMC bans paid reviews and AI content in strict new rules", 7 October 2026: deccanherald.com
- Medgate Today, "NMC Issues New Guidelines on Medical Advertising", 9 October 2026: medgatetoday.com
- The Researchers, "'100% Success' & 'Guaranteed Treatment' Claims Banned", 8 October 2026: theresearchers.us