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Do not let the New Health Advertising Regulation Cause Panic: Communication Works Will Continue at Full Speed…

Erkan Boğa
Projemed Advertising Agency – Founding Partner

With the New Health Advertising Regulation, Communicating is on a Solider Ground Than Before…

“The new regulation is a structure that encourages accurate information, not restricts communication. Advertising language may be prohibited, but information, process explanation, promotion of expertise and communication abroad continues strongly. “The health sector needs systematic adaptation, not panic.”

“Advertising in healthcare is over (is it), so what do we do now?”

I have heard the same questions from every corner of the industry since the new regulation was published on November 12, 2025.

Hospitals, clinics, physicians, intermediary organizations, marketing teams, agencies... Everyone has the same concern:

• “Can't we share anything anymore?”
• “Is the ad completely over?”
• “What about social media?”
• “How will we reach the digital patient?”

Let me say this first: Yes, advertisements that guide and guarantee treatment are banned. But no, communication and information have not been banned.

In fact, when done correctly, a much stronger, safer and more sustainable communication era has begun.

The purpose of writing this article is:

• Removing fear, uncertainty and misinformation.
• Explaining that the new era is actually a great opportunity.

This New Regulation is Not a Text of Prohibitions — It's a "Guide"

The first thing I felt when I read the new regulation was this: We now know much more clearly, not what is prohibited, but what is possible.

There were many gray areas in the old regulation. That's why there were people in the industry who said "it's okay" to the same content, and others who said "don't share it".

Now? The frame is much sharper, but it's still wide inside the frame.

All of this is still possible inside this frame. And in a legally correct, safe and sustainable way:

• Corporate information
• Scientific content
• Neutral and instructive explanation of treatment processes
• Introducing physician expertise
• Patient rights, process information, method explanations
• Educational videos and explanations
• Awareness contents for public health
• A clear space for international promotion

So: Communication is not dead; Manipulative advertising is dying. It is being replaced by “ethical communication”.

And this is a big gain for health brands in the long term.

What is the Source of Fear? We Confuse “Advertising” with “Information”.

What creates panic in the sector is not actually prohibited: It is the habit of treating information as an advertisement.

To give an example of the wrong approach:

• “Better, faster, less painful”
• “The most successful, the most preferred…”
• “Superior results with new technology!”

It is the language of advertising. It is clearly defined as wrong by the regulation, so it ends.

But:

• ✔ “Which steps are applied in this method?”
• ✔ “How long is the processing time?”
• ✔ “For whom is it suitable/not suitable?”
• ✔ “What risks are involved?”
• ✔ “Which doctors are competent in this field?”
• ✔ “What is the preparation and recovery process that the patient needs to know?”

It is information. It is completely free with the regulation.

With correct and ethical communication, without mixing information and advertising, progress can be made in the new era.

“As Projemed, we say: Everything is fine with correct communication, correct content format and regulation compliance. It is not advertising that is banned; unethical manipulation. Communicating in the right context has become even more important..."

The scope of international communication is wider than before

The new regulation clearly states:

• Accounts, websites and advertisements targeted abroad can be created.
• Discounts, campaigns and price announcements can be made.

As long as:

• Turkish content should not be used,
• Targeting should be entirely international,
• HealthTürkiye logo and authorization documents should be visible.

What does this mean? The door is wide open for everyone who does health tourism.

And there is one more thing: This area is no longer gray. With the new regulation, the rules were written and the path became clear.

“So what will we share on social media?”

This is one of the most frequent questions I receive. Some of the content formats that fully comply with the new regulation:

• Procedure trainings: "How is endometriosis treated? What are the steps? What are the risks?"
• Scientific explanations: “Open surgery and closed surgery: What are the medical differences?” (It is forbidden to position one method over the other here; only differences and indications can be explained.)
• Doctor specialty introductions: “What is my area of expertise, what procedures do I perform, my educational background?”
• Clinical process information: “How does the appointment, preparation, examination and post-operative process work?”
• What the patient needs to know: “5 points to consider before the procedure”
• ✔ Public health awareness content: “What you need to know during November diabetes awareness week”

All of them are free, safe and compliant with the regulations.

And let me be frank: When done right, it increases interactions, conversions and brand trust.

“Are photos, videos and patient images completely prohibited?” — No.

There is also a lot of misinformation circulating on this subject. There are three critical rules in the new regulation:

• 1- Before/after images are allowed: But the same angle, same light, same condition, date information, Explicit consent is mandatory. (But it cannot be advertised in the country)
• 2- It is mandatory to obtain explicit consent from the patient: With the Annex-1 form specified in the regulation.
• 3- Likes, comments and sharing should be disabled on images.

When these three rules are followed: Sharing patient images is not prohibited. It's just disciplined.

This is actually a security barrier that protects the industry from manipulative content.

Concrete Examples (Old → New Regulation)

Example 1:

Old style content (banned): "Visible slimming in 3 weeks with liposuction! We give the fastest results."

Content in accordance with the new regulation: "What are the steps applied in liposuction, the recovery period and the things to consider after the procedure? (Before/after images are shown with date information and under the same conditions.)"

Example 2:

Old style content (forbidden): “We have the most preferred implant brand!”

Content in accordance with the new regulation: “Information about the methods used in dental implant treatment, procedure time and risks.”

The point is to be able to communicate correctly and in an informative way. Discourses aimed at creating demand or providing direction are prohibited.