Kerala Medical Council Warns Doctors: No Featuring in Hospital Advertisements

The Kerala State Medical Council (Council of Modern Medicine) has issued a strict warning to doctors and hospital management, emphasizing that featuring doctors in advertisements violates the Indian Medical Council (Professional Conduct, Etiquette and Ethics) Regulations, 2002. This reminder is part of a larger effort to maintain professional ethics and curb misleading practices in healthcare advertising.

Why Are Advertisements Featuring Doctors a Problem?

Section 6.1 of the Code of Ethics clearly states:
“…a physician shall not make use of his/her name or image in any form of advertising or publicity through any mode… as to invite attention to him or to his professional position, skill, or qualification.”

This means doctors cannot allow their photographs, qualifications, or specialties to be used in advertisements, even by the hospitals they work for. The council has warned that violations could lead to punitive actions.

Past Violations and Actions Taken

In 2020, the Kerala Medical Council (formerly Travancore Cochin Council of Modern Medicine) censured 11 doctors who were featured in a newspaper advertisement by Aster MIMS, Kozhikode. The ad prominently displayed their photographs and specialties, violating the Code of Ethics.

After receiving a complaint from Dr. KV Babu, the council issued warnings to these doctors, reminding them that such violations should not be repeated.

Despite these warnings, hospital advertisements featuring doctors continue, prompting the council to reiterate its stance.

Directive to Doctors: Register Your Qualifications

The council also highlighted another critical issue—many doctors are practicing in Kerala without properly registering their qualifications, including MBBS, MD, MS, DNB, or other additional degrees.

Rules for Displaying Qualifications:

  1. Doctors must register their qualifications with the State Medical Council.
  2. Displaying unregistered qualifications violates the National Medical Commission Act, 2020, and the Kerala State Medical Practitioners’ Act, 2021.
  3. Doctors should:
    • Display their registration number and qualifications at their place of practice.
    • Use their registered qualifications and State Medical Council Registration Number on prescriptions, seals, and letterheads.

This ensures that only qualified practitioners are serving patients and helps prevent quacks or impersonators from practicing medicine.

Hospitals Must Verify Doctors’ Credentials

The council directed all medical colleges, hospitals, and clinics to:

  1. Verify the original registration certificates of all doctors practicing modern medicine.
  2. Keep attested copies of these certificates on file.
  3. Ensure hospital display boards include the name, qualification, and registration number of medical practitioners.

NMC’s Role in Regulating Advertisements

The National Medical Commission (NMC) is also taking steps to address misleading advertisements by corporate hospitals. Following a Public Interest Litigation (PIL) filed by infertility expert Dr. Aniruddha Malpani, the NMC formed a panel to evaluate healthcare advertising practices.

The panel is tasked with examining whether specific rules should govern how corporate hospitals advertise their services. This move aims to ensure transparency and ethical practices in healthcare marketing.

Why Is This Important?

The focus on preventing unethical advertising and ensuring proper registration is critical for:

  • Maintaining Professional Ethics: Protecting the dignity of the medical profession.
  • Transparency: Ensuring patients receive care from qualified practitioners.
  • Preventing Quackery: Eliminating the risk of impersonators in healthcare.
  • Public Trust: Reinforcing trust in the healthcare system by adhering to ethical guidelines.

Conclusion

The Kerala Medical Council’s directive is a reminder to all doctors and hospitals to adhere strictly to ethical guidelines. Advertisements featuring doctors violate professional ethics and can lead to punitive actions. Furthermore, proper registration of qualifications is essential to maintaining transparency and trust in the healthcare system.

By following these rules, the medical profession can uphold its standards, ensuring that patients receive the best and most ethical care.

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