India’s National Medical Commission (NMC) issued new guidelines on October 6, 2026, restricting the use of AI-generated promotional content by registered medical practitioners (RMPs) and hospitals. The rules prohibit AI-generated advertisements that mislead audiences or use synthetic endorsements to promote commercial interests, aiming to protect patients and uphold professional standards, according to medianama.com.
The NMC’s Guidelines on Ethical Advertising and Public Communication regulate digital communications by doctors and healthcare institutions, covering promotional content, social media, patient privacy, and professional disclosures. These guidelines were framed following a writ petition before the Supreme Court concerning the NMC’s Professional Conduct, Etiquette and Ethics Regulations. They came into effect immediately upon publication, reflecting the regulator’s intent to curb misleading medical claims and commercialisation in healthcare.
The guidelines define artificial intelligence as self-learning automated processes or machines performing tasks typically requiring human cognition. By treating AI-generated or AI-assisted content as advertisements, the NMC seeks to prevent unethical promotional practices in the medical sector. This move aligns with global concerns over the misuse of AI in healthcare advertising and marks a regulatory effort to safeguard professional dignity and patient trust in India’s healthcare system.
The NMC’s new rules on AI-generated medical advertising took effect on October 6, 2026, with immediate enforcement. The guidelines are publicly available, providing detailed provisions on ethical advertising and digital communication for medical professionals and institutions, as reported by medianama.com.