New Delhi, The National Medical Commission has barred doctors and hospitals from using artificial intelligence to create or circulate fabricated patient experiences, clinical outcomes and endorsements as part of new ethical guidelines aimed at curbing misleading promotion of medical services.
The guidelines prohibit registered medical practitioners and hospitals from using AI-generated content for advertising their services, soliciting patients or disseminating unverifiable information relating to diagnoses, treatments and outcomes. The guidelines also prohibit doctors from using AI-generated material that could make a medical service appear more effective or successful than it actually is or placing the authenticity of information available to patients at the centre of its advertising norms. The Commission has also sought to regulate the growing role of third parties in patient acquisition. Doctors cannot engage influencers, advertising agencies or online platforms in arrangements involving payment linked to procuring patients. Patient testimonials, beforehand after photographs and treatment-success claims that could create unrealistic expectations or mislead patients have also been prohibited. The provisions also seek to prevent promotional practices that could influence patients through financial incentives, exaggerated claims or fabricated evidence of treatment success. The NMC has also restricted claims and promotional material that could give patients unrealistic expectations about the likely results of a treatment. The guidelines cover a wide range of advertising and patient-procurement practices, including AI-generated content, search-engine rankings, influencer arrangements, discounts and referral benefits, besides conventional patient testimonials and treatment-success claims. The Commission has emphasised that doctors and hospitals can continue to provide objective information and health education, but such communication should not mislead patients or promote medical services through unverifiable claims.
