NMC bars AI-generated patient testimonials, clinical outcomes in medical advertising

New Delhi - The National Medical Commission has introduced new ethical guidelines that prohibit doctors and hospitals from using AI-generated patient testimonials, clinical outcomes, and endorsements in medical advertising. The guidelines, issued on Wednesday, have taken effect immediately and include a grading system for disciplinary actions against violations.

For the first offense, a warning and mandatory ethics training are imposed, while subsequent violations can result in censure, monetary penalties, suspension, or removal from the medical register. The guidelines explicitly forbid AI-generated content for advertising services, soliciting patients, or disseminating unverifiable information about diagnoses, treatments, and outcomes.

Doctors and hospitals are also barred from using AI-generated material that could exaggerate the effectiveness of medical services or misrepresent their authenticity. The Commission has sought to regulate the use of third parties in patient acquisition, prohibiting doctors from engaging influencers, advertising agencies, or online platforms in arrangements linked to patient procurement.

Additionally, the guidelines restrict the use of patient photographs and testimonials, requiring valid consent and appropriate safeguards. Unverified claims about the quality or success of medical services, as well as exaggerated promotional practices, are also prohibited. Despite these restrictions, doctors are allowed to use social media for factual, non-promotional health education, while hospitals can share objective details about their services.

The NMC aims to prevent promotional practices that could influence patients through financial incentives, misleading claims, or fabricated evidence of treatment success.