Why this page exists
The National Medical Commission issued a public notice (No. R-13014/01/2024-Ethics) dated 06/10/2026, signed by Dr. Raghav Langer, Secretary, NMC, containing the Guidelines on Ethical Advertising and Public Communication by Hospitals/Medical Institutions and Registered Medical Practitioners[1]. The guidelines came into force with immediate effect on the date of publication[1]. This website follows those guidelines. This page explains, in plain English for patients, what the guidelines require and what this website changed because of them.
The NMC guidelines in brief
The guidelines are framed to regulate advertisements and digital communications relating to medical practice and healthcare services in an ethical, truthful, transparent and responsible manner[1]. Their objectives include preserving the dignity of the medical profession, preventing commercialization of health care, protecting patient interest and preventing misleading medical claims, ensuring healthcare communication remains informational, ethical and evidence-based, and promoting transparency while discouraging commercialization of medical care[1].
A website is explicitly included in the definition of a "medium of advertisement" (clause 3.5)[1]. An "advertisement" means any form of communication, promotion, publicity, announcement, representation or dissemination of information in any medium, which directly or indirectly solicits, promotes or is intended to promote the professional services, reputation, skills, qualifications, achievements, facilities or commercial healthcare services of an RMP or hospital/medical institution (clause 3.2)[1]. Digital, social-media, sponsored, targeted, influencer-led, search-engine, platform-based, audio-visual, AI-generated or AI-assisted promotional communications are treated as advertising where their content or manner of dissemination has a promotional character (clause 3.2)[1].
Before-and-after photographs
Shall not publish cases for promotional purposes, advertise surgical results, display "before and after" photographs, publicize celebrity patients, promote personal success stories unless published strictly for scientific or educational purposes with anonymized patient consent. (clause 8.1(v))
Clause 6.2 states that patient consent shall not, by itself, make permissible any testimonial, endorsement, promotional patient story, before-and-after depiction, success claim or other advertising practice that is otherwise prohibited under these Guidelines or applicable law[1]. The Ichelon Consulting Group commentary notes that consent does not make before-and-after promotion permissible under clause 6.2[2].
The exception is narrow: clause 8.1(v) allows such material only when it is published strictly for scientific or educational purposes with anonymized patient consent, and clause 8.2(i) allows research-based communication of case studies published in reputed medical journals[1].
Because of these rules, the "Before & After Gallery" page was removed on 25 October 2026. The gallery now shows photographs of the clinic and one identification photograph of the surgeon, with no patient photographs. The before-and-after photo sliders on the procedure (surgery) pages were also removed. Patient result photographs are no longer published on the website.
Patient testimonials and reviews
Explanation V to clause 3.2 states: no RMP or hospital/medical institution shall solicit, purchase, procure, manipulate or cause to be published fake, paid or misleading patient reviews, ratings, testimonials, endorsements or recommendations for the promotion of medical services. An RMP shall not request or share patient testimonials, recommendations, endorsements or reviews for professional promotion on social media[1]. Clause 8.1(xi) adds that no RMP shall use or permit any celebrity, influencer, patient, employee or third party to promote professional services through prohibited testimonials, endorsements or recommendations[1]. Clause 8.1(xii) prohibits procuring, manipulating or causing any third party to procure or manipulate fake followers, likes, reviews, ratings, testimonials, comments, views or other digital engagement, or manipulating search rankings, visibility or algorithms to create a misleading impression of professional standing[1].
The Ichelon Consulting Group commentary reads Explanation V and clause 8.1(xi) as meaning that reposting reviews in website sliders or ads turns them into testimonials[2]. This is presented as one commentator's reading, not as law.
Our policy: We do not buy, script or offer anything in return for reviews or ratings, and we do not ask only satisfied patients for reviews. We do not publish patient testimonials, stories or endorsements for promotional purposes.
Patient privacy and consent
Clause 6.1 provides that patient information, photographs, videos, medical records, clinical images, treatment details, testimonials or other identifiable information shall not be used for advertising purposes except where such use is permitted by applicable law and the necessary consent and other safeguards have been duly complied with[1]. Clause 6.3 requires that where consent is legally required, it shall be specific, informed, voluntary, documented and capable of verification, and shall comply with applicable privacy and data-protection law[1]. Clause 6.4 requires reasonable safeguards to prevent unnecessary disclosure of names or to crop, blur, black out birth marks/identification marks, or other information through which the patient may be identified[1].
Clause 7.4 states that RMPs/clinical establishments shall not share any patient data, such as names, faces, anomalies, etc., which can be identified publicly[1]. Clause 7.6 requires that advertisement involving processing, publication, storage, disclosure or other use of digital personal data shall comply with the provisions of the Information Technology Act, 2000; Digital Personal Data Protection Act, 2023 and Rules made thereunder in 2025, to the extent applicable and in force from time to time[1].
Our policy: We do not publish photographs or details through which a patient could be identified. We do not publish before-and-after photographs, patient result photographs, patient stories or celebrity patients. For full details on how we handle personal data, see our Privacy Policy.
The surgeon's identity and photograph
Explanation III to clause 3.2 requires that an RMP while publishing any electronic media posts should transparently disclose their name, qualifications, registration status and SMR/NMR Registration number[1]. Clause 9.2 states that use of the photograph/image of an RMP shall not be permitted where such use constitutes self-advertisement, solicitation or promotional publicity. In particular, use of self-photograph or similar publicity material on the letterhead or signboard of a consulting room or clinical establishment shall be governed by Regulations 6.1.1 and 6.1.2 of the Indian Medical Council (Professional Conduct, Etiquette and Ethics) Regulations, 2002, and regarded as unethical conduct[1].
What we do: Dr. Vishal Purohit's photograph is used only to identify the surgeon, next to his name, qualification (M.Ch plastic surgeon) and registration number (RMC Reg. 28041/14185). This is a factual, non-promotional disclosure consistent with the guidelines.
Claims we do not make
Clause 8.1(iii) prohibits advertising personal achievements or professional success rates or number of patients treated with illustrative assertions such as "Guaranteed cures", "Best doctors", "No.1 Specialist", "100% success", "painless treatment", "Miracle treatment", "Exclusive cure" or any other unverifiable or exaggerated claims by whatsoever name called[1]. Clause 8.1(vi) prohibits publishing any statement that creates unrealistic expectations, misrepresents treatment outcomes, conceals risks, promotes unproven therapies, secret remedy or treatment whose composition, scientific basis, safety or efficacy is not adequately established or which is otherwise prohibited under applicable law[1]. Clause 8.1(ix) prohibits comparative claims such as "best", "No.1", "leading", "most trusted", "top", "number one", "unmatched" or similar superiority claims unless the claim is objectively verifiable, based on a transparent and independently ascertainable methodology and is otherwise permissible under applicable law[1].
Our policy: We do not describe the doctor or the practice as "best", "No.1", "leading" or similar, and we do not promise results, cures or painless treatment. We do not make comparative superiority claims.
Fees and offers
Clause 8.1(x) states: no RMP or hospital/medical institution shall use discounts, limited-period offers, contests, coupons, gifts, cashbacks, referral benefits, free procedures or similar inducements in a manner that is likely to encourage unnecessary medical consultation or otherwise amounts to solicitation of patients. Any lawful disclosure of charges, packages or fees shall be factual, transparent and not misleading[1].
Our policy: Fees, where stated, are given as factual ranges; final charges depend on the individual plan after consultation. We do not offer zero-cost or interest-free EMI; the team may help with third-party financing options, subject to availability.
Health education on this website
Clause 5.1 permits medical practitioners to participate in health awareness programmes, public health campaigns, academic discussions, educational content, provided that such activities do not promote personal practice, do not solicit patients and are not monetized through promotional marketing[1]. Clause 8.2(iii) permits medical practitioners to deliver lectures or talks on public health and diseases for public awareness through television, radio and electronic media in their own name and designation, without promoting their employer organization[1]. Clause 8.2(iv) permits medical practitioners to issue health education and general information pamphlets/brochures to patients, but these should not contain guarantee of cure or superiority over others or unsubstantiated claims or misleading information[1].
The articles and FAQs on this website are general health education, not a personal consultation. For the terms governing use of this website, see our Terms and Conditions.
The guidelines also address artificial intelligence. Clause 7.2 requires that any AI-generated promotional content conforming to the provisions of these guidelines shall compulsorily carry the source mark, explicitly stating that the origin of the content is AI[1]. Clause 7.2(b) forbids using AI to create or manipulate a patient's image, testimonial, voice or clinical outcome, or to create a synthetic endorsement or representation purporting to be that of an actual patient, RMP or other person[1].
How the guidelines are enforced
Clause 10.1 provides that in case of violation, actions will be taken by the concerned State Medical Council against the erring RMP. The following graded action may be contemplated by the SMC concerned: first violation — warning and mandatory ethics training; second violation — censure and monetary penalty; third violation — suspension of registration (3–6 months); serious violation (misleading cure claims, inducement for patients, digital mass solicitation, etc.) — suspension of 6–12 months; repeated violations — removal from medical register for 1–3 years[1]. Clause 10.2 states that penalties shall be imposed only after issuing a show-cause notice to the defaulting RMP and providing an opportunity to explain or clarify the alleged violation[1]. Clause 11.1 provides that any RMP aggrieved by the findings or decision of the SMC may prefer an appeal before the Appellate Authority i.e. EMRB, NMC, within 60 days under Section 30(3) of the NMC Act, 2019[1].
Questions or concerns
If you see anything on this site that does not meet these guidelines, please tell us via our contact page. We will review it.
References
- National Medical Commission, Ethics & Medical Registration Board. Public Notice No. R-13014/01/2024-Ethics, "Guidelines on Ethical Advertising and Public Communication by Hospitals/Medical Institutions and Registered Medical Practitioners", 6 October 2026.nmc.org.in/whats-new/download/1874
- Ichelon Consulting Group. "NMC Rules on Patient Testimonials and Before-After Photos (2026)", updated 8 October 2026. Commentary by a healthcare marketing agency; not legal advice.ichelonconsulting.com
Dr. Vishal Purohit, M.Ch Plastic Surgery · RMC Reg. 28041/14185
Kalpana Aesthetics, 2nd Floor, Jaipur Hospital, Gopalpura Flyover, Tonk Road, Mahaveer Nagar, Jaipur, Rajasthan 302018