NMC glossary · Claims and promotion
Fear-Based Marketing: What It Means Under The NMC Rules
Also searched as: Fear marketing, Unnecessary tests, Unnecessary procedures
An RMP shall not run advertisement or activity meant to create unnecessary demand for medical procedures, to promote unnecessary diagnostics, or to promote fear-based marketing.
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 | Fear-Based Marketing (also searched as Fear marketing, Unnecessary tests, Unnecessary procedures) | Medmatis |
| In the notice | Not defined by the notice; this entry explains how the notice uses it. | NMC notice of 6 Oct 2026, cl. 8.1 (i), cl. 2.1 |
| Applies to | Doctors (RMPs) | 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 8.1 (i) is about intent and effect: marketing that frightens people into tests or procedures they may not need. One of the notice’s stated aims is to prevent commercial promotion that may induce unnecessary investigations, treatments or procedures (cl. 2.1).
The risk is highest in awareness-style content that ends in a sales push for a particular test, scan or procedure.
What it does not mean
- It does not stop a doctor explaining real warning signs or when to see a doctor.
- It does not define “fear-based”. Judge a message by whether it is meant to frighten people towards a purchase, not by whether the subject is serious.
Describes common warning signs and says when to see a doctor, without naming a test to buy.
Don’t ignore this symptom, it could be fatal. Book a full-body scan today.
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. 8.1 (i)Shall not engage in advertisement/ activities intended to create unnecessary demand for medical procedures, promote unnecessary diagnostics and promote fear-based marketing.
cl. 2.1These Guidelines are framed to regulate advertisements and digital communications relating to medical practice and healthcare services in an ethical, truthful, transparent and responsible manner. They aim to protect patients and the public from misleading or unsubstantiated claims, safeguard patient privacy and autonomy, and uphold the dignity and integrity of the medical profession. (Objectives a) to f) follow, including: prevent direct or indirect solicitation of patients and commercial promotion that may induce unnecessary investigations, treatments or medical procedures; regulate advertisements and promotional communications dis…
Our plain-language guide to the whole notice → Check your own text against these rules →
Frequently asked questions
Can a clinic run a health-awareness campaign?
Awareness and educational content is allowed in the form described in clause 5.1, if it does not promote the practice, solicit patients or earn from promotional marketing. Content meant to create unnecessary demand or fear is barred (cl. 8.1 i).
Is it wrong to talk about a serious disease?
No. The clause targets marketing meant to create unnecessary demand or fear for procedures or diagnostics, not honest information about a serious condition (cl. 8.1 i, 5.1).
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.
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