Thiruvananthapuram: The Kerala State Medical Council (Council of Modern Medicine) has issued a warning to doctors, emphasizing that featuring in hospital advertisements is a violation of the Indian Medical Council (Professional Conduct, Etiquette, and Ethics) Regulations, 2002. This action comes in response to hospital managements continuing to advertise their services using doctors’ photographs and qualifications in print and digital media.
Ethics Code Provisions
As per Section 6.1 of the Code of Ethics:
“A physician shall not make use of his/her name as the subject of any form of advertising or publicity, through any mode, to invite attention to his/her professional position, skill, or qualifications.”
The Council reminded doctors that breaches of these regulations could result in punitive measures.
Previous Violations and Warnings
In 2020, the Council, then known as the Travancore Cochin Council of Modern Medicine, censured 11 doctors for allowing their details to be featured in an advertisement by Aster MIMS Hospital in Kozhikode. Despite warnings, similar practices persist, as highlighted by Dr. KV Babu, a medical activist who reported recent violations.
Dr. Babu noted that while corporate hospitals may advertise their facilities and services, they cannot promote their doctors by showcasing their photographs and credentials. Following an ethics committee review, the 11 doctors were issued censure notices with instructions to avoid future violations.
Directive to Register Qualifications
The Council also expressed concern about doctors practicing without registering their basic MBBS degree or additional qualifications such as MD/MS/DNB/MCh/DrNB.
- Unregistered Qualifications: Displaying unregistered degrees breaches the National Medical Commission Act, 2020, and the Kerala State Medical Practitioners’ Act, 2021.
- Mandatory Registration: Doctors are required to display their State Medical Council Registration Number, registered qualifications, and attested registration certificates at their place of practice.
- Authorized Specialities: Clinicians are only allowed to practice specialities for which they hold registered qualifications.
The Council further instructed hospitals, medical colleges, and clinics to verify original registration certifications for their medical practitioners and maintain attested copies.
Display Boards and Prescriptions
The Council mandated that:
- Display boards in hospitals and clinics must include the names, qualifications, and registration numbers of registered doctors.
- Doctors must use their registration number and qualifications on prescriptions, seals, and letterheads.
Steps to Combat Quackery
The Council aims to curb unauthorized practice and protect public trust by ensuring proper verification of medical credentials, thereby preventing impersonators or quacks from practicing modern medicine.
NMC’s Role in Advertisement Regulation
The National Medical Commission (NMC) has also taken up the issue of misleading advertisements by corporate hospitals. Following a Public Interest Litigation (PIL) filed by Mumbai-based infertility specialist Dr. Aniruddha Malpani, the Apex Court directed the NMC to address the matter.
The NMC has constituted a panel to examine hospital advertisement practices and assess the need for stricter regulations to govern corporate hospital promotions.
This combined effort by state and national regulatory bodies underscores the importance of ethical advertising and maintaining public trust in the medical profession.
