What do the NMC guidelines say about AI content? (clause 7.2)
- AI-generated promotional campaigns for furtherance of commercial interest are prohibited. Any AI-generated promotional content conforming to the guidelines, the Regulations and applicable law shall compulsorily carry the source mark, explicitly stating that the origin of the content is AI.
- 7.2 a: AI-generated or AI-assisted content shall not be used to create or disseminate misleading, deceptive or unverifiable representations about diagnosis, treatment, outcomes, qualifications, patient experiences or services.
- 7.2 b: AI shall not be used to create or manipulate a patient’s image, testimonial, voice or clinical outcome, or to create a synthetic endorsement.
- 7.2 c: where the artificial nature of AI-generated or materially AI-altered content may reasonably be material to the audience, appropriate disclosure shall be made.
- 7.2 d: use of patient information as input for an AI system shall comply with privacy, confidentiality, data-protection and professional-ethics requirements.
Can doctors hire marketing agencies or influencers?
- Clause 4.4: publication through a digital platform, third party, advertising agency, influencer or other intermediary does not, by itself, absolve an RMP from responsibility for content they authorised, commissioned, sponsored, adopted or knowingly permitted.
- Clause 8.1 ii: an RMP shall not engage any third party for marketing medical services.
- Clause 8.1 viii: engagement of agencies, influencers or online platforms shall not be structured so that payment is linked to procurement or referral of individual patients.
- Clause 8.1 xi: no use of a celebrity, influencer, patient, employee or third party to promote professional services through prohibited testimonials, endorsements or recommendations.
What about patient data?
Advertisement involving digital personal data shall comply with the Information Technology Act, 2000 and the Digital Personal Data Protection Act, 2023 and its Rules of 2025, to the extent applicable (clause 7.6).
Questions
- Must AI-generated content be labelled?
- Clause 7.2 says AI-generated promotional content conforming to the guidelines shall carry the source mark stating that its origin is AI. Clause 7.2 c requires appropriate disclosure where the artificial nature of content may reasonably be material to the audience.
- Are sponsored posts treated as advertising?
- Clause 3.2 treats sponsored, targeted, influencer-led and search-engine communications as advertising where their content or manner of dissemination has a promotional character.
Sources
Rules change. Check the latest notice from the National Medical Commission, the National Dental Commission or your State Council before you act.