# NMC's new advertising rules for doctors: what clinics can still post > On 6 October 2026 the NMC issued guidelines on advertising by doctors and hospitals. No asking patients for reviews on social media, no before-and-after photos, no 'best doctor' claims. What changes for a clinic's website, Instagram and Google profile. - Page: https://www.brandbakery.tech/pulse/nmc-advertising-guidelines-clinics-2026 - Last updated: 2026-11-12 Breadcrumb: [Home](https://www.brandbakery.tech/) > [Pulse](https://www.brandbakery.tech/pulse) > NMC's new advertising rules for doctors: what clinics can still post - **By:** Abhishek - **Published:** 2026-11-12 - **Reading time:** 7 min - **Topics:** Digital Growth If you run a clinic and someone manages your Instagram, Google profile or ads, this one matters. On 6 October 2026 the National Medical Commission published **Guidelines on Ethical Advertising and Public Communication by Hospitals/Medical Institutions and Registered Medical Practitioners**, in force from the day of publication ([NMC public notice, via Medical Dialogues](https://medicaldialogues.in/pdf_upload/2026/10/07/nmc-guidelines-on-ethical-advertising-and-public-communication-478642.pdf)). A lot of what clinic marketing agencies sell (patient video testimonials, "best dentist in Dwarka" ads, before-and-after reels, review drives) now sits on the wrong side of it. Here is a plain reading of what it says, checked against the published text on 21 October 2026. It is not legal advice, and your State Medical Council has the final word. ## Who it applies to Every registered medical practitioner (RMP), and hospitals and clinics, which are also covered by the Clinical Establishments Act or the state law that applies to them. The guidelines also say a doctor is still responsible when an agency, influencer or platform publishes something the doctor authorised or knowingly allowed. "My agency did it" is not a defence. The definition of advertising is wide: websites, blogs, WhatsApp, Instagram, sponsored posts, search ads, podcasts, influencer content and AI-generated material all count when they promote a doctor's or hospital's services. ## What is now clearly off limits - **Asking for reviews or testimonials for promotion** (Explanation V to clause 3.2, and 8.1(xii)). The text says an RMP "shall not request or share patient testimonials, recommendations, endorsements or reviews for professional promotion on social media." Buying, procuring or manipulating reviews, ratings or followers is also banned, for doctors and hospitals alike. - **Influencers, celebrities and patients promoting a doctor** (8.1(xi)). Using any third party to do indirectly what the doctor can't do directly is banned too. - **Before-and-after photos and success stories** (8.1(v)), except for scientific or educational publication with anonymised, consented cases. - **Superiority claims** (8.1(iii) and (ix)) such as "best", "No. 1", "leading", "most trusted" or "100% success", unless objectively verifiable through a transparent method. Awards used in ads must be independently verifiable. - **Discounts, coupons, cashbacks, free procedures and referral benefits** (8.1(x)) used in a way that pulls people into consultations or tests. - **Pay-per-patient marketing** (8.1(vii) and (viii)): doctors may not pay or receive a "lead-generation fee" linked to patients, and agency or platform contracts may not be structured so payment depends on individual patients procured. - **AI-made promotional campaigns** (7.2): AI-generated promotional campaigns for commercial interest are prohibited, AI content that is used must say it is AI, and AI must never fake a patient's image, voice or testimonial. Patient photos, videos and records can't be used in advertising without consent and legal basis, and consent alone doesn't make a banned testimonial or before-and-after post acceptable (clause 6). The penalties (clause 10) are graded: a warning and ethics training for a first violation, up to suspension and removal from the register for repeated or serious ones. ## What a clinic can still do Quite a lot, as long as it stays factual. - **Publish facts about the clinic** (8.3 and 9.1): name, address, timings, departments, equipment, emergency services, accreditation and fees. A website directory of doctors with qualifications, specialities and registration numbers is treated as patient information, not advertising. - **Show the doctor's credentials** (Explanations III and IV to 3.2): electronic posts should state the doctor's name, qualifications and SMC or NMR registration number. - **Educate** (5.1): health awareness content that doesn't solicit patients or promote the practice is allowed. - **Announce changes** (8.2 and 9.3): opening, a new address, a new type of practice, leave and return, and consultation fees. - **Answer people quickly.** Nothing in the guidelines stops you answering calls and WhatsApp messages from people who contacted you, confirming appointments or sending reminders. That is service, not promotion. ## A quick audit for this week 1. **Take down patient testimonial videos, before-and-after posts and "best" claims** from Instagram, your website and running ads. 2. **Stop any review drive** that asks patients to post reviews for promotion, and any tool or vendor that filters who gets asked. Reply to existing reviews politely without sharing patient details. 3. **Check your agency contract.** If you pay per lead or per patient, restructure it to a fixed fee. 4. **Add registration numbers** to doctor profiles on the website and social bios. 5. **Label any AI-made image or video** you still use, and drop anything that looks like a patient. 6. **Rewrite your Google Business Profile description** as facts: services, timings, fees, languages, parking. ## Where your growth now comes from If you can't advertise outcomes, the clinics that grow will be the ones that don't lose the patients who already found them: the missed call during OPD rush, the WhatsApp message at 10 pm, the appointment that was never confirmed. Our guides to an [AI receptionist checklist for clinics](https://www.brandbakery.tech/pulse/ai-receptionist-clinic-checklist) and [cutting no-shows with WhatsApp reminders](https://www.brandbakery.tech/pulse/clinic-no-shows-whatsapp-reminders) cover that side. To see what unanswered calls cost your clinic each month, try the [missed enquiry cost calculator](https://www.brandbakery.tech/tools/missed-enquiry-cost). If you'd like a factual, NMC-safe website and a front desk that answers every call, [ask for a callback](https://www.brandbakery.tech/contact). This article summarises public guidelines for general information, checked on 21 October 2026. It is not legal advice; for a specific case, ask your State Medical Council or a lawyer. ## Keep reading - [More from Pulse](https://www.brandbakery.tech/pulse) - Start a project: https://www.brandbakery.tech/contact --- Brand Bakery is a design-first digital studio in New Delhi. Start an enquiry at https://www.brandbakery.tech/contact or email support@brandbakery.tech. This is the Markdown copy of https://www.brandbakery.tech/pulse/nmc-advertising-guidelines-clinics-2026; the site index for language models is https://www.brandbakery.tech/llms.txt.