The National Medical Commission (NMC) has issued new guidelines regarding advertising and social media promotion of doctors, doctors and hospitals. Its purpose is to protect patients from false, misleading and exaggerated medical claims. Under the rules, no doctor or hospital can call itself number 1, cannot guarantee 100 percent treatment, cannot show before-after photos or reviews of patients, and cannot call patients by giving offers and discounts. The new rules will also be applicable to social media, website, TV, newspaper, YouTube, Instagram, influencer, sponsored posts and AI created ads.
On the other hand, in a separate case, the Supreme Court directed the Central Government to consider a legal system to stop wrong drug marketing, form an expert committee for this and give concrete suggestions. This case is related to those companies which get their medicines prescribed by giving expensive gifts and foreign trips to the doctors. Both the advertisements of doctors-hospitals and the marketing of pharmaceutical companies have been tightened in a single week. Both cases are different but both have to protect patients from misleading advertising, false claims and medicines.
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What is the new rule, what happened in the Supreme Court?
The National Medical Commission (NMC) has issued new guidelines on 6 October 2026, which are effective immediately. Their objective is to stop misleading advertisements of doctors and hospitals and false propaganda on social media. At the same time, a petition has been filed in the Supreme Court regarding wrong marketing of pharmaceutical companies. It is alleged that companies get doctors to prescribe their medicines by giving expensive gifts and foreign trips.
When, what happened?
- 6 October 2026: NMC issued new guidelines on advertisement of doctors-hospitals, which came into effect immediately.
- In the hearing of a petition on October 8, the Supreme Court has directed the Central Government to form a committee.
- This committee will consider measures to stop unethical marketing and promotion practices of pharmaceutical companies.
Why did NMC make rules on advertising?
False and exaggerated claims can mislead patients.
Patients choose doctors after seeing before-after photos, reviews and influencer endorsements.
Offers and discounts can drive patients to come for consultations or tests that are not needed.
Social media and AI have made it easier to create fake reviews and promotional content.
The aim of NMC is that the patient gets correct information about the doctor.
Why did the issue of pharmaceutical companies arise in the Supreme Court?
The allegation is that companies give expensive gifts and foreign trips to doctors to get their medicines prescribed. In such a situation, patients have to take only the medicines which the doctor prescribes. Due to this, the patient may get expensive or unnecessary medicine.
The current rule to take action against this is the Marketing Code for Vulnerable Pharmaceutical Companies (UCPMP 2024), but the court has described it as almost voluntary. That is, it is not necessary to believe it and is not a strong course of action when broken. The court had said that consumers remain at loss in voluntary system. Therefore, now the committee has been asked to give suggestions.
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Where are NMC rules applicable?
The new rules of NMC have come into effect across the country, the rules are applicable to all registered doctors, hospitals and medical institutions. Additionally, the same applies to every medium, including social media, websites, TV, newspapers, YouTube, Instagram, influencer promotions, sponsored posts, and AI-powered ads.
Rules for pharmaceutical companies have not been made yet, the Supreme Court, in New Delhi, directed the Center to form a committee on October 8. The next hearing is scheduled for January 2027. If a law is made on the recommendation of the committee, it can be applicable to pharmaceutical companies and doctors across the country.
How will the picture change with the new rules?
Under the new rules of NMC, now you will not be able to make claims like guaranteed treatment, best doctor, number-1 specialist, 100% success, painless treatment, miraculous treatment. They will not be able to do publicity by telling the success rate of the treatment or how many patients have been cured. Along with this, now comparisons like leading, top, most reliable will work only when it can be clearly checked and information is given.
Photos, reviews and stories of patients
Along with this, before-after photos, surgery results, celebrity patients and success stories will not be shown in publicity. May be published for scientific or educational purposes, with patient consent and anonymity. You will not be able to buy or ask for patient reviews, ratings and testimonials. Even if the patient consents, such publicity will not be considered legitimate. Will not be able to share the patient's name, face or identifying information.
offers and patients
Additionally, offers such as discounts, coupons, gifts, cashback, free procedures, etc. are prohibited when they risk increasing unnecessary testing or treatment. You will not be able to try to call the patient directly or through anyone else. Patients will not be able to take commission, referral fee or gift in exchange for referral. Marketing agency or influencer is not paid according to the number of patients.
Will be able to give. Propaganda by showing fear is also prohibited.
Social Media and AI
Promotional content made from AI will be prohibited, it is necessary to write made from AI on AI content falling within the rules. It is prohibited to create or alter a patient's photo, voice, review or treatment outcome through AI. You will not be able to buy fake followers, likes, comments or reviews. You will not be able to create a wrong image by changing search rankings. The doctor will have to mention his name, qualification and registration number in the post. The hospital will have to give these details of the doctors in the post. You cannot increase the ranking of doctors by paying money on healthcare platforms. Doctors will not be able to endorse any drug, medical device or product with their name, photo or voice, whether paid or not.
Where is the discount?
There is freedom to start practice, change address, leave for some time and declare fees. Research or case studies published in reputable medical journals, health information speeches, pamphlets and awareness programs, provided they do not endorse or guarantee a cure. Hospitals can provide factual information like their name, address, department, facilities, emergency services, affiliation and fees. Additionally, the rules are not applicable to government schemes and public interest campaigns.
Now what next?
Doctors and hospitals will now be able to advertise as per the new rules of NMC. If any mistake is found, the State Medical Council will give notice and then decide the punishment. However, doctors will be able to appeal to the Ethics Board of NMC within 60 days. NMC reserves the right to issue additional instructions, advice or procedures if necessary.
In the second case, this committee will see whether a law is needed to stop the marketing of pharmaceutical companies or not. However, the Center will have to tell the court what action it took. The next hearing on this matter will be on January 29. Till then, the same marketing code (UCPMP 2024) will still be applicable on pharmaceutical companies, which is almost voluntary to follow.