UK specialists to be allowed to advertise

BMJ 1996; 313 doi: (Published 16 November 1996) Cite this as: BMJ 1996;313:1226

Medical specialists in Britain are to be allowed to advertise to the public in the same way as general practitioners. Last week the General Medical Council agreed that it was no longer necessary or practicable to have different standards for advertising and that there should be a single set of principles for all doctors.

The new guidance says that doctors “may publish or broadcast verifiable information” about the services they provide so long as it conforms with the law and with guidance from the Advertising Standards Authority. The information must not “offer guarantees of cures, nor exploit patients' vulnerability …

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