NMC ethics guidelines ban paid rankings, fake reviews and AI-generated patient testimonials

Key facts

• The National Medical Commission (NMC) issued the Ethics and Medical Registration Board's Guidelines on Ethical Advertising and Public Communication by Hospitals/Medical Institutions and Registered Medical Practitioners on October 6, effective immediately, covering websites, social media, messaging platforms, podcasts, sponsored content, influencers and online platforms.
• The guidelines prohibit paid rankings, fake followers, likes, reviews, ratings and testimonials, manipulation of search rankings or algorithms, and referral fees, commissions or lead-generation payments linked to patient procurement.
• Registered Medical Practitioners (RMPs) cannot make claims such as 'best', 'No. 1', 'leading', 'most trusted', 'top' or 'unmatched' unless objectively verifiable through transparent, independently ascertainable methodology, and any ranking or award used in advertising must be independently verifiable.
• RMPs cannot use celebrities, influencers, patients, employees or third parties for prohibited testimonials or endorsements, and cannot request or share patient testimonials, recommendations or reviews for professional promotion on social media.
• The guidelines prohibit using AI to create or manipulate patient testimonials, images, voices or synthetic endorsements that misrepresent treatment, outcomes or professional standing.
• Discounts, limited-period offers, contests, coupons, gifts, cashbacks, referral benefits and free procedures are prohibited where they may encourage unnecessary consultation, investigation or treatment.
• Graded penalties for RMPs: a first violation attracts warning and mandatory ethics training, a second censure and monetary penalty, a third suspension for three to six months, serious violations suspension of six to twelve months, and repeated violations removal from the medical register for one to three years.
• Hospitals face penalties under the Clinical Establishments Act or relevant State law, and the guidelines were issued in the context of a writ petition before the Supreme Court.