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Guard line between information, inducement in medical advertising must be guarded
Regulators are increasingly treating social media and digital advertising as the principal battleground, precisely because that is where patients are most exposed and least equipped to interrogate a claim before acting on it.
A patient searching online for a cosmetic surgeon, a fertility clinic or a dentist will find no shortage of choices, glossy before-and-after photos, testimonials, discount packages and promises of pain-free recovery. Somewhere between informing a patient and inducing them to buy a procedure they may not need lies a line that regulators are defending.
The Medical Practitioners and Dentists (Practitioners and Health Facilities) (Advertising) Rules, 2016 establish guidelines on what is permissible when promoting services.
