Government has opened the door for registered health practitioners and institutions to advertise their services across print, broadcast and digital platforms, while introducing strict safeguards against misleading claims and unethical marketing.

The Health Professions (Advertising) Regulations, 2026, gazetted on Friday through Statutory Instrument 170 of 2026, permit healthcare providers to publicise services through newspapers, radio, television, websites, social media and outdoor advertising.

The framework is intended to improve public access to information on available medical services, qualifications, areas of specialisation and practice locations.

However, Section 4 requires all advertisements to meet professional and ethical standards, with information that is factual, accurate and capable of being substantiated.

“A health practitioner or health institution may advertise professional health services provided that the advertisement — (a) is factual, accurate and capable of substantiation; (b) is not misleading, deceptive or likely to create unjustified expectations,” reads the SI.

The regulations prohibit false claims, exaggerated effectiveness, guarantees of cures, patient testimonials, inducements, gifts, discounts, and direct solicitation or touting for patients. Practitioners also cannot pay or receive commissions for referrals.

Social media advertising is allowed provided information is accurate, patient confidentiality is protected and professional boundaries are maintained. However, individual diagnoses, treatment recommendations and prescriptions cannot be provided through public posts, comments or direct messages.

Celebrity endorsements are banned.

“A health practitioner or health institution shall not advertise professional services through social media by means of endorsements, testimonials or appearance by a celebrity, public figure, influencer or any such related person,” the SI states.

Radio and television adverts are restricted to 30 seconds, cannot use background music, dramatic sound effects or persuasive production techniques, and must conclude with a disclaimer that the information is not medical advice.

Print and outdoor advertising must include registered name, qualifications, specialty, address and contact details. Billboards will require approval from the relevant professional council within 30 days.

Failure to comply can attract a fine not exceeding Level 12 or imprisonment for up to five years, or both, and may trigger disciplinary proceedings for improper, unethical or disgraceful conduct.

A 90-day transition period has been provided for existing advertisements to be brought into compliance.