India's NMC Cracks Down On Doctors' Digital Ads

The National Medical Commission (NMC) has introduced guidelines to regulate doctors' digital patient acquisition, bringing the promotion of doctors and hospitals under the ambit of medical ethics. The guidelines, which came into effect immediately, prohibit practices such as paid rankings, fake reviews, and the use of artificial intelligence to create or manipulate patient testimonials.

The guidelines, issued by the Ethics and Medical Registration Board on October 6, apply to communication through various online platforms, including websites, social media, messaging platforms, podcasts, sponsored content, influencers, and online platforms. Registered medical practitioners (RMPs) and hospitals are prohibited from making claims such as “best”, “No. 1”, “leading”, “most trusted”, “top” or “unmatched”, unless these can be objectively verified.

The use of artificial intelligence (AI) to create or manipulate patient testimonials is also prohibited. Additionally, RMPs and hospitals cannot procure or manipulate fake followers, likes, reviews, ratings, testimonials, comments, views, or other digital engagement. They are also barred from offering, paying, soliciting, or receiving a commission, rebate, bonus, gift, gratuity, referral fee, lead-generation fee, or other consideration connected with the referral, recommendation, or procurement of patients.

The guidelines outline a progressive penalty framework for violations, including a formal warning and mandatory ethics training for the first violation, and removal from the medical register for repeated violations. The NMC has clarified that doctors and hospitals can still use social media for non-promotional, objective, and factual health education.

## Why it matters The new guidelines are significant as they aim to prevent misleading and deceptive advertising practices in the healthcare sector. With the increasing use of digital platforms for patient acquisition, the guidelines will help ensure that patients are not misled by false claims or manipulated reviews. The penalties for non-compliance will also serve as a deterrent for RMPs and hospitals, promoting transparency and accountability in the healthcare sector.

The guidelines will have a significant impact on the healthcare industry, particularly on how doctors and hospitals promote their services online. The prohibition on paid rankings, fake reviews, and AI-generated patient testimonials will help prevent the manipulation of online platforms and ensure that patients have access to accurate and reliable information. The guidelines will also promote fair competition among healthcare providers, preventing those who engage in deceptive practices from gaining an unfair advantage.

## What happens next The implementation of the guidelines will be closely monitored by the NMC, and violations will be penalized accordingly. The progressive penalty framework will ensure that RMPs and hospitals are held accountable for their actions, and repeated violations will result in severe penalties, including removal from the medical register. As the healthcare sector continues to evolve, the guidelines will play a crucial role in promoting transparency, accountability, and fairness in the industry.