Key takeaways
- Patient treatment stories, guaranteed results, comparisons with other clinics and unfounded superlatives are typical types banned by Article 56.
- Phrases like "painless" or "no side effects" can be seen as leaving out important information or guaranteeing results.
- Medical ads in media above a certain size need pre-review under Article 57 of the Medical Service Act.
- Reviewer campaigns can clash with the ban on patient treatment stories, so take particular care.
What medical advertising is
Medical advertising is when medical professionals or medical institutions publicize their medical services through media such as newspapers, broadcasting or the internet. Depending on the content, posts on blogs, social media and websites run by the clinic itself or by an agency on its behalf can count as medical advertising.
Advertising banned by Article 56 of the Medical Service Act
In plain terms, the items in Article 56(2) of the Medical Service Act come down to the following.
| Type | Example |
|---|---|
| Ads for unevaluated new medical technology | Promoting a technique before its safety and effectiveness are evaluated |
| Ads that mislead about treatment results | Patient treatment stories and testimonials |
| False ads | Career, equipment or track record that differ from the facts |
| Comparative ads | "Cheaper than OO Clinic", "compared with other clinics" |
| Disparaging ads | Content that runs down other medical institutions |
| Showing procedures | Directly showing procedures such as surgery scenes |
| Leaving out important information | Promoting while leaving out important information such as serious side effects |
| Exaggerated ads | Inflating objective facts with "the best", "the first", "the only" |
| Unfounded qualifications or titles | Claiming qualifications or titles with no legal basis |
| Ads disguised as articles | Ads made to look like news articles or expert opinions |
| Review violations | Ads that skipped required pre-review or differ from what was approved |
| Domestic ads to attract foreign patients | Advertising in Korea aimed at attracting foreign patients |
| Discounts on non-covered care | Discounts or waivers on fees presented in a misleading way |
| Ads using awards or certifications | Ads featuring awards, letters of thanks, certifications or endorsements (except as the law allows) |
Expressions that often get flagged, and how to rewrite them
| Flagged expression | Problem | Rewrite it like this |
|---|---|---|
| "First in Korea", "the best", "the only" | Unfounded exaggeration | State only facts that can be checked, such as "newly introduced" |
| "Painless", "no side effects" | Guaranteed results, missing important information | "We explain pain and possible side effects in a consultation before treatment" |
| "100% satisfaction", "guaranteed results" | Guaranteed results | Explain the treatment process and duration |
| Quoting patient reviews, before-and-after photos | Patient treatment stories | Replace with information such as procedures and precautions |
| "Cheaper than OO" | Comparative ad | Delete the comparison |
| "50% off today only" | Discount that may mislead | State the conditions, period and original price exactly, and check whether it needs review |
When is pre-review needed?
Under Article 57 of the Medical Service Act, medical ads in newspapers and magazines, outdoor media such as banners and electronic signs, and internet and social media above a certain size must be reviewed in advance by a medical advertising review committee. Internet and social media fall under this when they meet the user threshold in the Enforcement Decree (such as an average of 100,000 or more daily users over the previous three months). If content is run as an ad, check first whether it needs review.
Are reviewer campaigns and testimonials OK?
Reviews written by patients after treatment can clash with the ban on treatment stories. Reviews written in return for payment must also carry a disclosure under the Korea Fair Trade Commission's guidelines on endorsements and testimonials. Clinic reviewer campaigns carry a high regulatory risk, so we recommend information-based content instead.
A 30-second check before publishing
- Are there words like "best", "first", "only" or "100%"?
- Does it say there is no pain or no side effects?
- Are there patient reviews or before-and-after photos?
- Does it compare you with other clinics?
- If there is a discount or event, are the conditions and period stated exactly?
- Is it an ad running in media that requires pre-review?
If any of these apply, rewrite or check before publishing. MAKE Marketing reviews copy and image text against these criteria before publishing.
NoteThis article reflects the rules as of October 2026 and is not legal advice. Check the text of the law on Korea's National Law Information Center and the review standards with each medical advertising review committee.
Frequently asked questions
Is a clinic blog post medical advertising?
If a clinic writes it to promote its medical services, a blog post can count as medical advertising. That is why blog copy should also be reviewed against Article 56 of the Medical Service Act.
Do blog posts need pre-review too?
It depends on the medium and format. Content placed as advertising in internet media or social media above the user threshold may need review, so check before running it.
Can we state the doctor's name and career?
Factual career details are fine. But you must not claim qualifications or titles with no legal basis, or inflate a doctor's career.
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