Doctors, hospitals can't use AI to create testimonials: National Medical Commission

The National Medical Commission has introduced new ethical advertising guidelines for doctors and hospitals in India, effective immediately. These rules prohibit the use of AI to generate patient testimonials, clinical outcomes, or promotional content, as well as the payment to manipulate search engine rankings and app store positions.

Medical practitioners and hospitals are barred from creating synthetic patient testimonials, voices, or fake endorsements, and cannot misrepresent the nature or quality of medical services. Claims such as "best," "number one," "most trusted," "guaranteed cures," or "100% success" are also prohibited.

Doctors and hospitals are restricted from engaging with influencers, advertising agencies, or online platforms in exchange for payment that could influence patient acquisition. They cannot offer limited-time discounts, coupons, gift packages, or referral benefits that might encourage unnecessary consultations.

While doctors are allowed to use social media for factual, non-promotional health education, hospitals can share objective details about their services. The guidelines also prohibit the use of patient photographs without valid consent and require safeguards against misleading content like patient testimonials, before-and-after images, or claims of treatment success that could create unrealistic expectations.

Violations of these guidelines will be addressed with escalating consequences. A first offense will result in a warning and mandatory ethics training. A second violation will lead to censure and a monetary penalty. A third offense will warrant suspension for three to six months. More serious violations may result in a six to 12-month suspension or, in cases of repeated violations, removal from the medical register for one to three years.