News Desk: The National Medical Commission (NMC) has tightened the rules governing medical advertising and public communication, banning doctors and hospitals from making exaggerated, misleading or unverifiable claims to attract patients.

Under its new guidelines on ethical advertising and public communication, medical professionals and healthcare institutions cannot promote themselves through claims such as “100% success”, “guaranteed treatment”, “guaranteed cure”, “miracle treatment”, “No. 1 doctor” or “best specialist” when such claims cannot be objectively established.

The guidelines aim to ensure that medical information reaching the public is accurate, transparent, evidence-based and verifiable, while preventing promotional practices that could create unrealistic expectations among patients.

No ‘guaranteed cure’ promises

The NMC has taken a firm position against advertisements that promise certainty in medical outcomes.

Doctors cannot use exaggerated success rates, guaranteed cures or claims of exclusive or miraculous treatments to promote their services. Such messaging, the regulator says, can mislead vulnerable patients and influence healthcare decisions through unrealistic promises rather than credible medical information.

National Medical Commission (NMC) issues guidelines on ethical Advertising and Public Communication by hospitals/medical institutions and Registered Medical Practitioners. https://t.co/B18RFCIA5A

— DD News (@DDNewslive) October 8, 2026

Fake reviews and testimonials under scanner

The restrictions also cover the growing use of online reviews and testimonials for medical promotion.

Doctors and hospitals cannot solicit, purchase or manipulate fake, paid or misleading reviews, ratings, testimonials or endorsements to boost their reputation or attract patients.

The guidelines also prohibit the use of patients, celebrities, influencers, employees or third parties for promotional testimonials where such publicity violates the prescribed ethical standards.

AI-generated medical promotions face restrictions

The NMC has also addressed the emerging use of artificial intelligence in healthcare advertising.

AI cannot be used to fabricate patient testimonials, treatment outcomes or other promotional material in a manner that deceives or misleads the public.

Healthcare establishments are also expected to avoid artificial or deceptive methods aimed at manipulating online rankings, search visibility or app ratings.

Restrictions on ‘before-and-after’ publicity

The guidelines place restrictions on the promotional use of patient cases and “before-and-after” photographs.

Patient success stories, surgical outcomes and celebrity endorsements cannot be used as marketing tools. Such material may be used for legitimate scientific or educational purposes subject to appropriate safeguards, including patient consent and privacy requirements.

Doctors are also barred from using their professional standing to endorse medicines, medical devices, diagnostic products, therapeutic products or other commercial healthcare products in advertisements.

Medical advice, not marketing hype

The latest framework comes at a time when patients increasingly use social media, websites, search engines and online reviews to choose doctors and hospitals.

The NMC’s regulations seek to draw a clear line between legitimate public education and aggressive medical marketing.

The message is straightforward: medical care cannot be sold on the promise of a “100% success” rate or a “guaranteed cure”.

The new guidelines place the emphasis firmly on truthful, responsible and evidence-based communication, seeking to protect patients from exaggerated claims while strengthening ethical standards across India’s rapidly expanding digital healthcare landscape.