(Clear Guide for Clinics and Doctors After Advertising Bans in Health)
After the new "Health Advertising Regulation" was published in Turkey, many clinics, hospitals and physicians naturally began to ask the following question: “What can we share now?”, “Will we not be able to do sponsored advertising?”, “How will we exist on social media?”
The truth is this:
- Advertising was not completely banned.
- Only misleading content is restricted.
- There's still a strong field of content you can produce with confidence.
- Moreover, these areas are much more accurate in terms of protecting and growing the brand value of clinics.
In this guide, we explain the 7 content types that are completely free in the new regulation, with examples and applicable suggestions. The aim is not to create panic; To clear information pollution and ensure that you continue your communication safely.
The list below is a professional summary of the letter and gray areas of the regulation.
1. What Does the New Regulation Say? (Facts & Misconceptions)
The essence of the new regulation is this:
- The patient should not be misled.
- There should be no guarantee of treatment.
- Doctors should not market themselves as a commercial brand.
- Informational content should be encouraged.
In other words, what is prohibited is non-scientific, commercial, manipulative health advertising. What is prohibited is not the doctor providing information, the clinic promoting itself, corporate communications, or health literacy content.
2. 7 Content Types That Are Completely Free in the New Regulation
The following types of content are legal, safe, compliant and usable in digital communications.
2.1 Corporate Information Content – (Completely free)
If there is no promise of treatment:
- Infrastructure of the hospital
- Location information
- Hospitality line
- Service hours
- Academic announcements
- Multidisciplinary structure
Sharing such as can be done easily. Example: “The counseling unit of our center is at your service between 09:00 and 17:00 on weekdays.” These contents are not considered advertisements, they are considered corporate communications.
2.2 Health Literacy Content – (Even sponsored as long as it is for educational purposes can be done)
- Symptoms of disease
- Early diagnosis warnings
- Scientific research information
- Psychology, nutrition, healthy life
- Social awareness content
It is not prohibited in the regulation. Attention: Directive expressions such as "Make an appointment", "Start treatment immediately", "Get it done too" are prohibited.
2.3 Technology, Device, R&D and Infrastructure Promotions – (Free)
- MRI device
- qEEG
- Interventional radiology technologies
- Robotic surgery devices
- Clinical studies
- Diagnostic laboratory systems
Infrastructure promotions such as these are legal. The only thing to pay attention to is this: The tone of "We are doing treatment with this device, come and get it done" should be avoided.
2.4 Information at Branch Level – (Free if there is no doctor's name)
- What is endocrinology?
- Which diseases does general surgery deal with?
- Common conditions in psychiatry
- Brief information about child development
These contents are not considered advertisements. What is forbidden: Praising and directive expressions such as “Our best experts”, “Our leading team in the field”.
2.5 Communication and Hotline Announcements – (Free)
“You can contact our counseling unit to get information.” This statement is legal; because it does not include direct treatment guidance.
“Make an appointment” is prohibited; but “communication line” announcements are free.
2.6 International Health Tourism – (The widest area of freedom)
Ads within Türkiye may be strict, but ads targeted abroad are much more flexible. Treatment name, doctor name, package, fee and treatment stages are subject to certain rules.
This area is still the strongest growth window for healthcare organizations.
2.7 Social Responsibility (CSR) Content – (Completely free)
- Seminar
- Event
- Education
- Team announcements
- Social awareness campaigns
It can even be used as a sponsor. The regulation leaves this area completely free.
3. So What Is Really Prohibited? (The most curious part)
This section is the area that is most confused by healthcare professionals. Below you can find a simplified summary.
- Giving a treatment guarantee: Expressions such as “100% success”, “definitive solution”, “guaranteed result” are prohibited.
- Before and after photo: Completely prohibited in some areas, restricted in others.
- Doctor praise: Expressions such as "Turkey's best doctor", "leading expert in his field" are prohibited.
- Appointment call: Directions such as “Make an appointment”, “Call now”, “Start now” are prohibited.
- Fee sharing (for domestic): Package prices, surgery fees are prohibited.
- Using treatment/service names in sponsored advertising: Phrases such as “Botox, filler, implant, bypass” are prohibited in sponsored advertising.
4. How Does Projemed Manage This Process? (There is not only information, there is a solution)
In order to produce communication in accordance with the new regulation, the process must be addressed in multiple layers. We can summarize the Projemed approach under the following headings.
- All content is filtered through regulations: Text, images, video and infrastructure information are checked; risky expression/scene is removed.
- Safe communication categories are recommended instead of prohibited content: “What is filler?” Safe frameworks such as "Technologies used in skin rejuvenation" can be established instead.
- Risk analysis is made specific to the doctor/clinic: The risk level of each branch is different.
- Sponsored advertising strategy is reconstructed.
- A special advertising plan is prepared for international health tourism.
- The process is managed with a focus on "growth", not just "adaptation": The aim is to transform the advertising language rather than cutting the advertisement.
5. Result: It's Not a Ban, It's Evolution.
Advertising in Health is Entering Its New Era
The new regulation is not a cause for panic. When implemented correctly, it provides a framework that increases corporate trust and makes digital communication more qualified.
- Strengthens brand value.
- Increases patient confidence.
- Disseminates health literacy.
- Improves the quality of digital communication.
- It may become an opportunity for clinics and doctors.
As Projemed , we manage this process 360° and adapt your content to new standards. and we support your progress without losing your digital visibility.