The California State Board of Medicine (MBC) has a number of rules governing advertising for medical doctors. These rules are designed to protect consumers from false or misleading advertising and to ensure that physicians maintain professional standards in their marketing.

Some of the key rules include:

Physicians must use their own name or approved fictitious name in all advertising.

Advertising must be truthful and accurate. Physicians cannot make false or misleading claims about their training, experience, or qualifications. They also cannot make claims about the efficacy of treatments or procedures that are not supported by scientific evidence.

Advertising cannot be deceptive or misleading. Physicians cannot use bait-and-switch tactics or make false promises about the cost of services. They also cannot use testimonials or endorsements from patients without the patients’ written consent.

Advertising cannot exploit vulnerable patients. Physicians cannot target their advertising to patients who are particularly vulnerable, such as those who are terminally ill or who have serious mental health conditions.

The MBC also has specific rules governing the use of certain terms in advertising. For example, physicians cannot advertise themselves as “board certified” unless they are certified by an accredited specialty board. They also cannot use terms such as “best” or “guaranteed” to describe their services.

Physicians who violate the MBC’s advertising rules may be subject to disciplinary action, including suspension or revocation of their license.

Here are some additional things that physicians should keep in mind when advertising in California:

They must comply with all other applicable laws and regulations, including those related to consumer protection and privacy.

They should be respectful of their patients and colleagues in their advertising.

They should avoid making any claims that could be construed as self-promotion or boasting.

The MBC has a number of resources available to help physicians comply with its advertising rules, including a guide to physician advertising and a frequently asked questions page.

Obviously we are not a law firm and cannot provide legal advice, if your reading this you are likely in the healthcare industry and should speak with an Ethics Attorney or your Board. This content is for informational purpose only.

Sasmita Pati