The Dubai Health Authority (DHA) has introduced new standards governing medical advertising on social media, prohibiting healthcare advertisers from making exaggerated, absolute or potentially misleading claims.
Under the Medical Advertising Content Standards for Social Media, advertisers cannot use phrases such as “the best,” “the only,” “the safest,” “magic,” “miracle,” “guaranteed success,” “100%,” “no side effects” or “immediate results”.
The rules also prohibit healthcare advertisements from claiming that a doctor has an exclusive skill or offers a unique treatment. Advertisers cannot suggest that a treatment or healthcare service will always be effective.
The standards, prepared by the DHA’s Health Regulation Sector, apply to advertising by healthcare facilities and licensed healthcare professionals. The authority said the measures are aimed at protecting patients and the public from inaccurate, unclear, misleading or deceptive medical claims.
The DHA said misleading medical advertising on social media could encourage unsafe practices, unnecessary procedures and inappropriate treatment.
Advertisements must not create unrealistic expectations about the likely effectiveness or results of a treatment. They are also prohibited from encouraging the inappropriate, random, unnecessary or excessive use of healthcare services.
The standards cite phrases such as “Don’t delay,” “Get the look you want” and “Look better and feel more confident” as examples of promotional language that could create unrealistic expectations about treatment outcomes.
Fear-based marketing prohibited
The new rules also prohibit healthcare advertisers from using fear, anxiety or panic to increase demand for medical products or services.
Advertisers cannot exploit patients’ vulnerability or limited health knowledge, or make people believe they have a serious, harmful or contagious disease without an appropriate basis.
The DHA said medical advertising should provide information rather than pressure people into seeking treatment.
The standards also restrict claims that a healthcare professional or facility is better or safer than competitors. Claims that a treatment is guaranteed, cannot fail, or is “magical” or a “miracle” are prohibited.
Claims about treatment outcomes must be supported by evidence, while associated risks must also be disclosed.
Healthcare professionals are expected to ensure that information they publish is honest, accurate, current, concise and easy for the public to understand.
Rules cover influencers and healthcare staff
The standards also apply to promotional content posted by influencers, healthcare professionals and administrative employees.
A healthcare professional, influencer or administrative employee promoting a healthcare activity, service or treatment result while identifying a healthcare facility by name or location must obtain approval from the facility’s medical director before publishing the content.
Healthcare facilities are responsible for visual content filmed on their premises, whether it is professionally produced or recorded using a mobile phone or other personal device.
This responsibility applies to content posted through the facility’s official account as well as accounts operated by doctors, employees or influencers.
Healthcare professionals promoting only their own services without identifying a healthcare facility by name or location remain responsible for content published through their professional accounts.
Patient privacy
The standards also place emphasis on protecting patient privacy.
Photos, videos or statements involving patients cannot be used in advertisements without documented written consent. Consent must be limited to the specific purpose and period for which it was given.
The rules prohibit the disclosure of patient identities and require healthcare professionals to protect patient confidentiality and take measures to prevent unauthorised access to personal information, photographs and other patient-related material.
