Irfan Tramboo
Srinagar, July 30: While stating that their online presence must “reflect medical ethics” and “truthfulness,” the J&K Medical Council (JKMC) today directed registered doctors to desist from self-promotion and avoid any behaviour that discredits the profession.
In this regard, the JKMC president issued a set of guidelines for doctors’ conduct on social media, stressing responsible content sharing, prohibiting patient solicitations, and warning against posts that could harm professional credibility.
“The registered doctors (RMPs) must not advertise services, claim superiority, or engage in self-promotional activities-e.g., posting self-photographs or publicity on signboards beyond basic details.”
Permitted announcements in this context include starting practice, change of address, or temporary absence.
“Hospitals/Nursing homes/Clinics/Laboratories may advertise within prescribed limits laid down by the National Medical Commission, limited to basic institutional details (name, services, staff, facilities, fees).”
The overarching principle, JKMC stated, is the broader principle of medical ethics, ensuring all communication is truthful, respectful, and professional.
Any breach of these guidelines will be treated as a violation of the Indian Medical Council (Professional Conduct, Etiquette and Ethics) Regulations, 2002, it stated.
It may result in disciplinary actions, including suspension of registration by the Jammu & Kashmir Medical Council,” JMC order said.
JKMC stated that buying or promoting likes, followers, shares, or paying for higher search rankings is strictly prohibited, and that patient information-including images, scans, treatments, outcomes-must not be disclosed without explicit and informed consent.
“Consent is invalid if the patient is in a compromised physical, mental, or emotional state. Patient testimonials, endorsements, or reviews cannot be solicited or shared in any case on social media,” JKMC stated.
The guidelines, it noted, aim to provide strict direction to doctors registered with the council on maintaining professional conduct on social media.
The council stated that while it acknowledges the role of social media as a powerful communication tool, “it also cautions against its misuse”-particularly in ways that compromise patient privacy, confidentiality, or autonomy.
As per the guidelines, registered medical practitioners must maintain dignity and avoid behaviour that discredits the profession on any media platform.
Sharing factual, verifiable, and non-misleading educational content is allowed, within one’s expertise.
Public discussions of treatment or prescribing medications online have also been prohibited, and it has been stressed that patients must be directed to proper telemedicine or in-person consultations.
“Showcasing of treatment results, surgeries, procedures or healed patient images or videos is prohibited.”
The regulatory body has emphasized that doctors must follow the set guidelines on professional conduct of RMPs regarding the use of social media platforms, in agreement with the Indian Medical Council (Professional Conduct, Etiquette and Ethics) Regulations, 2002.
Further, JKMC stated, no endorsement of products, medicines, or commercial medical services is allowed. “No direct or indirect patient solicitation via social media is permitted.”
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