Healthcare Advertising Ban (Doctors and Hospitals)

Under Turkish law, doctors and healthcare institutions may not advertise; they may only carry out promotion and information within the limits permitted by legislation. The rule is set out in the Law on the Practice of Medicine and Its Branches, the Medical Deontology Regulation, private hospitals legislation and the Regulation on Promotion and Information Activities in Healthcare Services, which entered into force on 29.07.2023. The Advertising Board also supervises breaches of the ban.

The Line between Advertising and Promotion

Advertising is marketing communication aimed at creating or increasing demand and persuading people; this is what is prohibited. Promotion and information aim to inform the public accurately about healthcare services. Under the Regulation, promotion may include professional and academic titles, specialties and sub-specialties, contact details, consultation days and hours, and the fields of service offered. Promotion must comply with public morals, medical deontology and rules of professional ethics.

Examples the Advertising Board Has Found Prohibited

The Board takes a strict approach in this area. Expressions found non-compliant in its decisions include:

• Expressions promising results, such as “Say goodbye to your glasses” or “Hello to a life without glasses”,
• Expressions aimed at creating demand, such as “Free examination opportunity” or “We are with you 24/7”,
• Patients’ thanks and praise published under a “Patient testimonials” heading,
• Comparisons with other doctors or institutions and superiority claims such as “the best” or “leader”,
• Price and campaign announcements.

In its monthly bulletins, the Board issues numerous suspension orders and administrative fines against doctors and private hospitals.

Health Tourism and Social Media

With the growth of health tourism and social media, the number of investigations in this area has increased. Posts on social media accounts, influencer collaborations and promotion aimed at foreign patients are subject to the same rules. For details, see Promotion Rules for Doctors and Advertising Ban for Doctors and Private Hospitals.