NMC glossary · Reviews, search and AI
AI-Generated Promotional Campaign: What It Means Under The NMC Rules
Also searched as: AI content, AI-generated ads, Artificial intelligence, Synthetic endorsement
An AI-generated promotional campaign for furtherance of commercial interest is prohibited. AI also must not be used to create or manipulate a patient’s image, testimonial, voice or clinical outcome, or a synthetic endorsement.
Updated 7 November 2026. Reviewed by Tamojit Lodh, Founder of Medmatis. Built around the NMC's Public Notice No. R-13014/01/2024-Ethics of 6 October 2026. Not legal advice.
Key facts, with sources
Hide the 4 key facts and their sourcesShow the 4 key facts and their sources
| Fact | Detail | Source |
|---|---|---|
| Term | AI-generated promotional campaign (also searched as AI content, AI-generated ads, Artificial intelligence) | Medmatis |
| In the notice | Not defined by the notice; this entry explains how the notice uses it. | NMC notice of 6 Oct 2026, cl. 7.2, cl. 7.2 (a), cl. 7.2 (b), cl. 7.2 (d), cl. 3.3 |
| Applies to | Doctors (RMPs) and hospitals/medical institutions | NMC notice of 6 Oct 2026 |
| In force | From 6 October 2026, with immediate effect. The NMC may issue clarifications and advisories (cl. 12). | NMC notice of 6 Oct 2026 |
In plain words
Clause 7.2 starts with a prohibition, and only then turns to labelling. The notice defines AI as a self-learning automated process, program, machine or computer built to do tasks that usually need human intelligence (cl. 3.3). AI-generated or AI-assisted content must not create misleading, deceptive or unverifiable representations about diagnosis, treatment, outcomes, qualifications, patient experiences or services (cl. 7.2 a).
AI must not be used to create or manipulate a patient’s image, testimonial, voice or clinical outcome, or to create a synthetic endorsement purporting to come from an actual patient, RMP or other person (cl. 7.2 b). Patient information used as input to an AI system must meet privacy, confidentiality, data-protection and ethics requirements (cl. 7.2 d).
What it does not mean
- It does not say a label makes a prohibited campaign acceptable. The AI source mark applies to AI promotional content that otherwise conforms.
- It does not define “campaign”, so where drafting help ends and an AI-generated campaign begins is not spelled out. Government campaigns in the larger public interest are exempt (cl. 7.3).
An AI-generated video of a patient praising the clinic, or an AI avatar of the doctor “recommending” a product.
Illustrative wording only. It shows the idea and is not a clearance of any page.
The notice’s own words
Quoted from the NMC notice of 6 October 2026. Check the clause number against the original.
cl. 7.2AI Generated promotional campaign for furtherance of commercial interest is prohibited. Any AI generated promotional content conforming to the provisions of these guidelines, the Regulations, and applicable Clinical Establishment Act and rules framed thereunder/ any other State Act as applicable, shall compulsorily carry the source mark, explicitly stating that the origin of the content is AI.
cl. 7.2 (a)AI-generated or AI-assisted content shall not be used by an RMP or hospital/medical institution to create or disseminate misleading, deceptive or unverifiable representations concerning diagnosis, treatment, clinical outcomes, professional qualifications, patient experiences or healthcare services.
cl. 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 or representation purporting to be that of an actual patient, RMP or other person.
cl. 7.2 (d)Any use of patient information as input for an AI system shall comply with applicable privacy, confidentiality, data-protection and professional-ethics requirements.
cl. 3.3"Artificial Intelligence" or "AI" means a self-learning automated process, program, machine or computer built for doing task which usually require human brain.
Our plain-language guide to the whole notice → Check your own text against these rules →
Frequently asked questions
Can a clinic use AI to make social media ads?
An AI-generated promotional campaign for furtherance of commercial interest is prohibited (cl. 7.2). Labelling it AI does not make a prohibited campaign acceptable.
Can AI create patient images or testimonials?
No. AI shall not be used to create or manipulate a patient’s image, testimonial, voice or clinical outcome, or a synthetic endorsement (cl. 7.2 b).
This entry explains a public notice in plain language and quotes its clause numbers. It is not legal advice. Read the original NMC notice and take advice on your own situation.
Let us help your patients choose with confidence.
A focused conversation about your practice and what you would like to improve.