In the rapidly evolving digital landscape, physicians are increasingly taking to social media to share medical advice and glimpses into their daily practice. However, the Czech Medical Chamber has recently introduced an ethical code for medical influencers to address growing concerns about unverified health claims and potential conflicts of interest.
The new guidelines prohibit doctors from promoting unresearched treatment methods, diagnosing patients remotely, or advertising their clinics online. Publishing patients’ personal data and photos without consent is also strictly forbidden. “These recommendations guide doctors on appropriate online conduct while helping the public recognize what’s transparent and relevant,” explains Chamber Vice President Jan Přáda.
With approximately 45,000 physicians in the Czech Republic, many have established significant social media followings. Some collaborate with companies selling dietary supplements and medical devices, raising concerns about potential bias.The Chamber’s code outlines basic principles, urging members to share only verified medical information and correct any mistakes in previous posts.
A recent controversy highlighted the need for such guidelines when obstetrician Antonín Pařízek published unflattering nude photos of pregnant patients to raise awareness about obesity — without their consent. The code now explicitly warns against such practices.Additionally, the Chamber advises followers to be cautious when doctors promote specific products, emphasizing that physicians should focus on education rather than marketing.
Not all medical influencers are actually qualified doctors, despite their claims. “That’s precisely why this code matters. It helps distinguish between real physicians and imposters, between scientifically-backed information and manipulation,” says Tomáš Kaštovský, a general practitioner with over 110,000 Instagram followers.Anyone can verify a doctor’s credentials through the Czech Medical Chamber’s website, as all practicing physicians must be registered with the professional organization.
While the code represents an important step toward cultivating a more trustworthy online medical space, enforcement remains challenging. The Chamber relies primarily on doctors’ honor and conscience, as the guidelines are not legally binding.