The Hawaii State Board of Medicine (HSBM) has a number of rules and regulations governing the advertising of medical services by licensed physicians and surgeons. These rules are designed to protect the public from false, misleading, and deceptive advertising.

Some of the key HSBM rules on advertising for medical doctors include:

All advertising must be truthful and accurate.

Physicians must not make claims of expertise or superiority that cannot be substantiated.

Physicians must not make guarantees or promises of results that cannot be kept.

Physicians must not use testimonials or endorsements unless they are truthful and accurate.

Physicians must not use before-and-after photos unless they are accompanied by a disclaimer stating that the results may vary and are not guaranteed.

In addition to these general rules, the HSBM also has specific rules governing the advertising of certain types of medical services, such as cosmetic surgery and weight loss programs. For example, physicians who advertise cosmetic surgery must disclose the risks and potential complications of the procedure. Physicians who advertise weight loss programs must disclose the potential risks and side effects of the program, as well as the fact that individual results may vary.

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

Here are some additional tips for physicians who are advertising their medical services:

Be clear and concise in your advertising.

Avoid using jargon or technical language that your patients may not understand.

Be honest about your qualifications and experience.

Focus on the benefits that your services can provide to your patients.

Avoid making claims that are too good to be true.

Have your advertising reviewed by an attorney before you publish it.

If you are a physician who is unsure about whether or not a particular advertisement complies with the HSBM’s rules, you should contact the HSBM for guidance.

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