PHMC advertising guidelines for medical clinics in Singapore
Everything you need to know about advertising your medical clinic legally in Singapore — with free compliance tools to check your ads before publishing.
What is PHMC?
The Private Hospitals and Medical Clinics Act (PHMCA) governs how healthcare institutions in Singapore can advertise their services.
The PHMC Advertisement Regulations 2019 replaced the older Publicity Regulations to address modern advertising channels like social media. The key principle: healthcare advertising should inform, not persuade.
The Private Hospitals and Medical Clinics Act has been replaced by the Healthcare Services Act (HCSA) since 2021. The advertising guidelines remain largely the same.
Who must comply?
- Private hospitals and nursing homes
- Medical clinics (GP, specialist, aesthetic)
- Dental clinics
- Clinical laboratories
- Telemedicine service providers
Penalties for non-compliance
Where can you advertise?
Not all advertising channels are allowed under PHMC guidelines.
Allowed platforms
Your Website
Clinic website is allowed. Testimonials and awards allowed here.
✓ AllowedSocial Media
Facebook, Instagram, YouTube, TikTok are allowed.
✓ AllowedGoogle Ads / SEO
Search engine marketing is allowed.
✓ AllowedProhibited platforms
TV Advertisements
Television commercials are not allowed.
✗ Not AllowedBillboards
Outdoor advertising is prohibited.
✗ Not AllowedSMS / WhatsApp
Without prior written consent.
✗ Not Allowed** Allowed only with prior written consent.
You can use any advertising medium within your physical clinic premises.
Quick platform checker
Select where you want to advertise.
What can you say in your ads?
Even on allowed platforms, the content must comply with strict rules.
All information must be factually accurate and substantiated.
- Every claim must be backed by credible evidence
- You must provide citations to MOH if requested
Regulation: PHMC Reg 4(1)(a)
You cannot use words that praise or imply superiority.
Regulation: PHMC Reg 4(1)(e)
You cannot publish photos showing appearance before and after treatment.
Exception: May show during one-on-one consultations.
Regulation: PHMC Reg 4(1)(d)
Regulation: PHMC Reg 4(1)(c)
What you can do: List standard prices without promotional language.
Regulation: PHMC Reg 4(1)(g) & 13
Allowed on: Your premises, website, social media.
Rules: Must be given directly by patient (not solicited), cannot be edited.
Regulation: PHMC Reg 4(1)(f) & 12
Allowed on: Your premises, website, social media.
Not allowed: Newspaper ads, external brochures.
Regulation: PHMC Reg 11
Health products advertising (2023 update)
In August 2023, HSA issued new guidance on health products advertising.
Naming specific prescription medicines or professional-use devices may constitute prohibited advertising under the Health Products Act.
What you cannot advertise
- Prescription Only Medicines (POMs)
- Professional Use Only medical devices (PUO MDs)
- Cell, tissue or gene therapy products (CTGTPs)
- Unregistered therapeutic products
What you CAN do
- Describe the treatment category (e.g., "wrinkle reduction injections")
- Explain the procedure without naming specific products
Free compliance tools
Check your advertisements before publishing.
Ad copy checker
Check your advertisement text for prohibited terms before publishing.
Our free compliance tool scans your ad copy against PHMC regulations and flags any prohibited or restricted terms. Get instant feedback and shareable results you can send to your team or clients.
Open Ad Copy CheckerQuick reference: do's and don'ts
You CAN
- List services offered
- State doctors' qualifications
- Display standard prices
- Share educational content
- Show testimonials on website
You CANNOT
- Use laudatory terms
- Show before/after photos
- Offer discounts
- Guarantee results
- Advertise POMs or PUO MDs