SRINAGAR: The Jammu and Kashmir Medical Council (JKMC) has formally recognised social media as a powerful communication tool for healthcare professionals but has issued strong cautions against its misuse, especially in ways that could violate patient privacy, confidentiality, or medical ethics.
In a recent directive, the JKMC emphasised that all registered medical practitioners (RMPs) must strictly adhere to professional conduct guidelines as laid out under the Indian Medical Council (Professional Conduct, Etiquette and Ethics) Regulations, 2002, particularly regarding their activities and presence on social media platforms.
The council’s guidelines strive to balance the advantages of social media as a platform for public health education with the need to protect patients’ rights and uphold the dignity of the medical profession. Registered doctors are prohibited from advertising their services or engaging in self-promotion beyond basic announcements such as starting a practice, changing an address, or temporary absence. Institutional advertisements by hospitals, nursing homes, clinics, or laboratories must comply with the standards of the National Medical Commission and be limited to essential details. Artificially boosting social media engagement through purchasing likes, followers, or paid rankings is strictly banned.
Patient confidentiality is of utmost importance. The disclosure of any patient-related information, including images, scans, treatment details, or outcomes, is forbidden without explicit and informed consent. Consent is considered invalid if the patient is in a compromised physical, mental, or emotional state. Additionally, soliciting or sharing patient endorsements, testimonials, or reviews on social media is strictly prohibited.
Maintaining professional dignity is crucial; RMPs must avoid posting any content that discredits the medical profession. While sharing factual, verifiable, and non-misleading educational content within their area of expertise is allowed, doctors are prohibited from publicly discussing individual treatments or prescribing medications online. Patients should be directed to proper telemedicine or in-person consultations.
Moreover, showcasing images or videos of treatment results, surgeries, procedures, or healed patients is banned. Doctors must refrain from endorsing any products, medicines, or commercial medical services, and no direct or indirect solicitation of patients via social media is permitted.
The JKMC highlighted best practices for healthcare professionals using social media—doctors should maintain professionalism that reflects medical ethics, truthfulness, and respect towards the profession, patients, colleagues, and the broader community. They are advised to share content responsibly to avoid harming their professional credibility and to maintain appropriate doctor-patient boundaries on digital platforms. Social media may be used for public health awareness, provided the content is evidence-based, unbiased, and not self-promotional.
The council stressed that any breach of these guidelines will be treated as violations of the Indian Medical Council regulations on professional conduct and ethics, which may result in disciplinary measures, including suspension of medical registration.
This initiative underscores the Jammu and Kashmir Medical Council’s commitment to safeguarding patient rights and preserving the integrity of the medical profession in the digital era.
