The NMC's guidelines dated 6 October 2026 distinguish promotional use from specified scientific or educational uses of patient material.
What the notice says
Before-and-after photos or similar material are barred when used to promote medical services (cl. 8.1 v). The notice identifies scientific or educational use with anonymised patient consent as a different context.
Patient consent is not a blanket permission. A patient's agreement alone does not make a testimonial, patient story, before-and-after image or success claim acceptable (cl. 6.2).
The notice also restricts disclosure of information that could identify a patient. Names, faces, identifying anomalies and records require careful handling in the covered contexts (cl. 6.1, 6.4, 7.4).
What it means in practice
Do not use transformation galleries or patient images as promotional proof simply because the patient has signed a consent form. Consider the purpose of the material before deciding whether it can be published.
Where a scientific or educational use is being considered, check that the proposed use fits the notice's exception. Patient identity must be protected, and the material should not be repurposed into promotion.
A clinic website, social post or video can still be promotional even when it uses clinical material. The channel alone does not decide whether the use is permitted (cl. 3.2, 3.5).
What is still allowed?
The notice identifies case studies published in reputed medical journals as permitted research-based communication (cl. 8.2 i). It also distinguishes scientific or educational use of before-and-after material with anonymised patient consent from promotional use (cl. 8.1 v).
These provisions should not be treated as a general permission to publish patient images on websites or social media. If the purpose or context is uncertain, obtain medical-law advice.
Related reading: NMC advertising guidelines 2026 · Doctor Video Marketing · Content Marketing
Source: NMC Public Notice No. R-13014/01/2024-Ethics, 6 October 2026. General information, not legal advice. Last checked: 15 October 2026.