In Brief
- Doctors and hospitals cannot use AI to create patient testimonials or false advertising.
- Claims such as 'best doctor' or 'guaranteed results' are prohibited in medical promotions.
- Manipulating search rankings or offering discounts for unnecessary consultations is banned.
- The guidelines aim to maintain ethics and transparency in medical advertising.
The National Medical Commission (NMC) has released new guidelines restricting medical advertising practices involving artificial intelligence. According to the NMC, registered medical practitioners and hospitals must not employ AI tools to create synthetic testimonials or any manipulated content that could mislead patients.
The directive explicitly prohibits claims that a doctor or hospital is the 'best' or guarantees results, aiming to deter misleading promotions. Furthermore, medical establishments are barred from offering discounts, gifts, or referrals that might encourage unnecessary consultations or investigations.
Additionally, misuse of search engine optimisation to manipulate digital visibility for medical services is disallowed under these guidelines. The NMC emphasized that these measures are meant to uphold ethical standards and ensure trustworthy communication between medical providers and patients.
