For years, the standard advice to clinics was to ask every happy patient for a Google review. After the NMC guidelines of 6 October 2026, that advice has become a risk. Our reading: stop asking. Here is what the notice says, and the parts it leaves open.
What the notice says
Explanation V under paragraph 3.2 has two parts. The first says no doctor or hospital shall solicit, purchase, procure or manipulate fake, paid or misleading patient reviews, ratings or testimonials. The second is wider, and it is not limited to fake reviews: a doctor "shall not request or share patient testimonials, recommendations, endorsements or reviews for professional promotion on social media."
Three other paragraphs close the usual workarounds:
- A patient's consent does not make a testimonial or success story allowed (6.2).
- You cannot use a staff member, agency or other third party to do it for you (8.1 xi).
- Procuring reviews or comments, or manipulating search rankings, to create a misleading picture of your standing is barred (8.1 xii).
Is Google a "social media" platform here?
The notice does not name Google reviews. Its definition of social media is broad: internet-based websites and apps that let users create, share and join online communities (3.6). Its definition of advertising also includes search-engine and platform-based communication (3.2). A cautious reading covers Google, Practo and similar sites. Until the NMC issues a clarification under paragraph 12, we would treat them as covered, because the cost of being wrong falls on your registration.
Things to stop doing
- QR codes for reviews at reception or on prescriptions
- WhatsApp messages after a visit asking for a rating
- Reception staff asking patients to leave a review
- Any discount, gift or free follow-up in return for a review (8.1 x)
- Agencies that post or "manage" reviews for you
- Reposting thank-you messages, cards, or a patient's story on your Instagram
- A "wall of thanks" on your website
Reviews patients leave by themselves
The notice is aimed at doctors and institutions who seek out or share reviews. It does not say what happens to reviews that patients post on their own without being asked. Nothing in it tells you to delete those, and you generally cannot remove them anyway. Leave them alone, and do not screenshot or promote them.
Replying to a review
A reply that confirms someone was your patient can disclose patient information (6.4, 7.4). Keep replies general and leave out any detail of the visit:
Thank you for your feedback. We can't discuss individual care here, so please call the clinic and we will gladly help.
Avoid arguing about the treatment in public, even if the review is unfair. If a review is false or abusive, use the platform's reporting option.
What you can do on your listing
A clean, accurate listing still helps people find you, and it can stay factual:
- The correct name, address, phone number and hours
- Qualifications and registration number
- Departments, facilities and consultation fees (8.2 ii, 9.1)
- Photos of the building and equipment, with no patients in them and no claims of being better than others (Explanation II)
Be careful with a photo of the doctor, since a photo used as self-promotion is not allowed (9.2).
What to do this week
- Remove QR codes and review requests from the clinic.
- Tell your front desk, in writing, to stop asking.
- Switch off automated review messages in your clinic software.
- Check your Instagram highlights and website for patient stories.
- Ask your agency, in writing, what it does about reviews.
Ali Baksh writes this as a marketer who works with clinics, not as a lawyer. Parts of this are our reading of the notice, and the NMC may clarify them. It is general information, not legal advice. For a specific case, ask a healthcare lawyer or your State Medical Council.
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