Doctors banned from offering discounts, using patient testimonials in adverts

The Government has banned doctors and other health professionals from offering promotional discounts, using patient testimonials or promising miracle cures in advertisements.

The ban has been effected through the Health Professions (Advertising) Regulations, 2026, published under Statutory Instrument 170 of 2026, which sets strict limits on marketing across print, radio, television and social media.

Under the regulations, practitioners and health institutions may not guarantee successful treatment outcomes, exaggerate the effectiveness of their services or claim superiority over other providers.

Advertisements for exclusive, secret or miraculous treatments without credible scientific evidence are prohibited.

Patient testimonials and endorsements are outlawed, even where the claims are genuine, as are advertisements that exploit patients’ fears, anxiety, vulnerability or lack of medical knowledge. The use of offensive, sensational, indecent or discriminatory content is also banned.

The regulations also bar health providers from offering discounts, gifts, rebates, rewards, competitions or other incentives to attract patients. They may not accept commissions, rebates or other benefits for referring patients, recommending products or promoting another person’s business, nor share professional fees with anyone who did not personally provide or directly take part in the services charged for.

Touting for patients through unsolicited approaches, persuasion, pressure or other forms of direct or indirect solicitation is prohibited under Section 7. Unregistered individuals and institutions are banned from advertising professional health services altogether.

The rules impose tight controls on broadcast advertising. Radio and television adverts must not exceed 30 seconds, must not use background music, dramatic sound effects, voice modulation or other persuasive production techniques, and must end with a prescribed spoken disclaimer.

Frequency is also restricted. Under Section 13, health institutions and practitioners may publish advertisements in the same newspaper or print publication no more than twice a month, with the same limit applying to radio and television on the same station or channel.

Social media advertising is similarly regulated. Practitioners may not disclose patients’ identities, clinical images or confidential medical information without lawful authority and prior written consent. They are also barred from providing individual diagnoses, treatment recommendations or prescriptions through public posts, comments or direct messages.

Email and SMS promotions must be professional and factual and may only be sent to existing patients or people who have explicitly consented to receive them.