Authorities warns against misleading claims in healthcare ads

Muscat: The Ministry of Commerce, Industry and Investment Promotion has reminded individuals and businesses involved in marketing healthcare services through websites and social media platforms to avoid misleading or exaggerated advertising claims.

In an advisory, the ministry highlighted several promotional expressions that could be considered misleading depending on their context and the nature of the advertised healthcare services.

These include claims such as 'the best', 'the safest', 'the only one', 'miracle', 'magical', 'guaranteed success', '100% guaranteed results', 'instant results', 'permanent cure' and 'no side effects'.

The ministry warned that violations could result in administrative penalties, including warnings, fines of up to 1,000 RO, suspension of licences for up to one year or cancellation of licences.

It also outlined key requirements that healthcare service providers and advertisers must follow under Ministerial Decision No. 619/2022.

These include obtaining necessary approvals from the relevant authorities before advertising or promoting products and healthcare services that require such approvals.

The ministry further stressed that marketing and promotional activities must not be carried out for unlicensed healthcare establishments.

Advertisements must contain clear, accurate and factual information, while adhering to ethical standards of honesty and transparency.

The ministry also urged advertisers to refrain from publishing rumours, false information or misleading claims that could influence consumers' decisions regarding healthcare services.