Three regulatory layers govern medical advertising in Singapore: HCSA (clinic entity), SMC ECEG (individual doctor), and SMA Advisory. All three apply simultaneously.
Regulation 5 of the HCSA contains 7 core prohibitions covering unsubstantiated claims, before-and-after images, superlatives, testimonials, and urgency tactics.
Free consultations and discounts are prohibited under Regulation 15 when used as promotional lead magnets.
Penalties include fines up to SGD 20,000, imprisonment up to 12 months, and licence suspension. MOH enforcement is active, not theoretical.
Compliant alternatives exist for every prohibited tactic. Educational content, transparent pricing, and patient-first messaging are all permitted.
The clinic, not the marketing agency, is legally responsible for all advertising content.
If you run a medical clinic in Singapore, every Instagram post, Google Ad, and website update you publish is governed by a set of advertising regulations that most clinic owners only partially understand. The penalties for getting it wrong include fines up to SGD 20,000, imprisonment up to 12 months, and licence suspension or revocation. Understanding these rules is also the foundation of any effective medical SEO strategy.
This is not a vague compliance risk. In late 2023, the Ministry of Health publicly announced it was investigating clinics for displaying purchased awards on their websites in violation of Regulation 13. The signal was clear: enforcement is active, not theoretical.
This guide breaks down the three regulatory layers that govern medical advertising in Singapore, explains exactly what you can and cannot say in your marketing, and provides compliant alternatives for the most common violations. Every rule cited here references a specific regulation number from the Healthcare Services (Advertisement) Regulations 2021 (HCSA), so you can verify each claim against the actual statute.
The Three Regulatory Layers You Need to Know
Medical advertising in Singapore is not governed by a single law. Three separate frameworks apply simultaneously, and violating any one of them can result in penalties. Understanding which body enforces which rules is the first step to compliance.
Three regulatory layers governing medical advertising in Singapore
Framework
Tyler Ang
Digital Marketing Consultant
After consulting with 255+ businesses, Tyler discovered most do not need more traffic. They need someone to look at their business properly first. He built sportifate.com to 6,800+ organic users with zero ad spend, proving the research-first system works.
Every month you run ads, post content, or pay for SEO without knowing what is actually working is another month of budget leaking, and in one conversation I can pull up your Google Ads, Search Console, and Analytics to show you exactly where the hole is and which underutilised areas deserve your attention first.
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Full Platform Audit
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All licensed healthcare providers (clinics, dental, TCM, allied health, telemedicine)
Fine up to SGD 20,000 and/or imprisonment up to 12 months
Ethical Code and Ethical Guidelines (ECEG)
Singapore Medical Council (SMC)
Individual registered medical practitioners (doctors)
Censure, suspension, or removal from medical register
SMA Advisory on Advertising Standards (Nov 2020)
Singapore Medical Association
Doctors (advisory, not law)
No direct penalty, but reflects SMC expectations
The critical distinction: HCSA targets the clinic entity. ECEG targets the individual doctor. A clinic can be fined under HCSA while the doctor simultaneously faces SMC disciplinary proceedings for the same advertisement. Both apply, and one does not cancel the other.
What You Cannot Say: The 7 Core Prohibitions
Regulation 5 of the HCSA is the heart of the advertising restrictions. It contains seven sub-sections, each covering a different category of prohibited content. Here is what each one means in practical terms.
1. Unsubstantiated Claims (Reg 5(1)(a))
Every factual claim in your advertising must be capable of being substantiated with credible evidence. The standard is peer-reviewed journals and published clinical data, not manufacturer marketing materials or anecdotal experience.
2. Offensive or Ostentatious Content (Reg 5(1)(b))
Advertisements must not be offensive, ostentatious, or undermine the dignity of the healthcare profession. Sensationalist content, undignified presentation, and attention-grabbing tactics that reduce medical services to consumer products fall under this rule.
3. Implied Superiority and Guaranteed Results (Reg 5(1)(c))
This regulation has four parts, and clinics violate at least one of them more often than any other rule.
Reg 5(1)(c)(i): You cannot imply your results are not achievable by other licensed providers. "Only we can achieve..." or "unique results" violates this.
Reg 5(1)(c)(ii): You cannot create unjustified expectations about outcomes. "Guaranteed results," "permanent solution," and "100% success rate" are all violations.
Reg 5(1)(c)(iii): You cannot compare or contrast the quality of your services with other clinics. "Better than other clinics" and "unlike competitors" are both non-compliant.
Reg 5(1)(c)(iv): You cannot deprecate other providers' services. "Other clinics use outdated methods" violates this sub-section.
4. Before-and-After Images (Reg 5(1)(d))
All before-and-after photographs, videos, or films are prohibited in advertisements. This applies to your website, Instagram feed, Google Ads, and any public-facing channel. No disclaimer makes them compliant. The only exception is showing before-and-after images during a private in-clinic consultation with the patient.
5. Superlatives and Laudatory Statements (Reg 5(1)(e))
You cannot use laudatory statements that claim prominence, uniqueness, or superiority. This includes "best doctor," "leading clinic," "most advanced," "number one in Singapore," "most trusted," and any variation. It also covers visual design elements like "Award-Winning Clinic" banners.
6. Testimonials and Reviews in Ads (Reg 5(1)(f))
Reviews, testimonials, and endorsements cannot be used in advertisements. This means you cannot screenshot your Google Reviews and post them on Instagram. You cannot feature patient testimonials in your Google Ads. You cannot use celebrity endorsements. Regulation 14 provides limited exceptions, but the default position is that testimonials in any advertising format are prohibited.
7. Soliciting or Encouraging Use (Reg 5(1)(g))
Your advertising must not solicit or encourage the use of healthcare services. This covers urgency tactics like "Book now," "Limited time offer," "Do not miss out," and "Act now." Countdown timers in Google Ads, "limited slots available" messaging, and seasonal promotional pushes all fall under this prohibition.
Why Free Consultations and Discounts Are Prohibited
Regulation 15 specifically addresses promotional programmes. Clinics cannot advertise programmes where a gift or benefit is obtained based on the value or type of service purchased, with the purpose of soliciting or encouraging consumption of healthcare services.
In practical terms, this prohibits:
Free consultation offers used as lead magnets in ads
Percentage-off discounts on treatments
Money-back guarantees
Loyalty or rewards programmes tied to treatment purchases
Complimentary assessments advertised to attract new patients
There are three narrow exceptions: payment plans offered only at the time of payment (not advertised), clearly labelled CSR programmes with no financial benefit to the clinic, and charitable programmes for reduced or free services.
What You CAN Do: Compliant Marketing Strategies
The regulations do not prohibit marketing. They restrict how you market. Understanding the boundary between prohibited promotional tactics and permitted educational content is where most clinics get confused. A well-structured medical marketing strategy works within these boundaries, not against them.
Permitted Activities
Publish factual, educational content about conditions, diseases, and treatment options on your website and blog
Run Google Ads and paid social media ads, provided the copy meets all HCSA content requirements
Send email newsletters to existing patients (not unsolicited to new lists)
Disclose your fees transparently
Discuss potential treatment risks honestly
Display your qualifications, titles, and designations on your website
Display genuine accreditations (JCI, ISO) on your own website and social media, but not on third-party platforms
Compliant Trust Messaging
Many clinics want to communicate trustworthiness but default to prohibited tactics (testimonials, guarantees, free offers). Here are compliant alternatives that convey the same trust signal without violating any regulation:
"We believe in informed decisions. Take the time you need." (replaces urgency tactics)
"Your consultation is a conversation, not a sales pitch." (replaces "free consultation" offers)
"Our doctors explain your options. The decision is always yours." (replaces guarantee language)
"We prioritize patient education over sales." (replaces testimonial-based trust)
"No sales targets. Just honest medical advice." (replaces promotional framing)
Platform-Specific Compliance Rules
How HCSA advertising rules apply across different marketing channels
Platform
Allowed?
Key Rule
Google Ads
Yes
Copy must be factual, no superlatives, no discounts, no testimonials, no urgency CTAs
Social media (organic)
Yes
Same content rules apply. No before/after, no testimonials, no discount posts
Social media (paid/boosted)
Yes
Same rules as Google Ads. No exemption for "boosted" vs "ad" distinction
Website
Yes
Cannot curate/screenshot reviews into promotional sections
Google Reviews
Passive only
Reviews sitting on GBP are fine. Cannot republish or share in marketing material
Email (existing patients)
Yes
Must not be unsolicited to new lists. Content rules apply
Influencer / KOL
Restricted
No benefits-in-kind. All content must be pre-approved by clinic
TV / billboards / OOH
No
Prohibited entirely under Regulation 6
SMS / WhatsApp
No
Cannot send unsolicited marketing without written prior consent
8 Common Mistakes Singapore Clinics Make
These are the violations I see most frequently when auditing clinic marketing, including during SEO audits for Singapore businesses. Each one is a real pattern, not a hypothetical.
1. Screenshotting Google Reviews and reposting them on Instagram. Violates Reg 5(1)(f). The review on Google is passive. The screenshot in your feed is an advertisement.
2. Offering "free first consultation" as a promotional tactic. Violates Reg 15. A free consultation used to attract new patients is a financial inducement tied to service consumption.
3. Running countdown timers or "limited slots" in Google Ads. Violates Reg 5(1)(g). Creating urgency to encourage use of healthcare services is explicitly prohibited.
4. Before-and-after images in Instagram Reels. Violates Reg 5(1)(d). The format (Reel, Story, post, ad) does not matter. The content is what counts.
5. Letting a marketing agency publish non-compliant content. The clinic is legally responsible for all advertising content, not the agency. Outsourcing does not transfer liability.
6. Displaying third-party "Top Doctor" or "Best Clinic" badges. Violates Reg 13. Awards must pertain to technical standards (JCI, ISO). Pay-to-win commercial awards are under MOH scrutiny.
7. Influencer posts with free treatments and no clinic pre-approval. Benefits-in-kind are prohibited. All influencer content must be reviewed by the clinic before publication.
8. Assuming the old PHMC framework still applies. The HCSA replaced the PHMC Advertisement Regulations on 3 January 2022. If your compliance knowledge predates 2022, it needs updating.
The Bottom Line
Singapore is one of the most regulated markets in the world for medical advertising. That is not a disadvantage for clinic owners who understand the rules. Clinics that figure out how to market effectively within the HCSA framework, using strategies like compliant on-page SEO and educational content, will build patient trust faster than competitors who rely on banned tactics. Because the moment MOH enforcement catches up (and it will), those competitors lose everything they built.
The winning strategy is not to find loopholes. It is to build a marketing system that is compliant by design: educational content, transparent communication, and patient-first messaging that earns trust without triggering any of the seven prohibitions in Regulation 5.
Need help building a compliant medical marketing strategy for your clinic? Book a consultation and I will audit your current marketing, identify compliance risks, and build a system that grows your patient base within the HCSA framework.
