New Regulation on Health Services Advertising and Information Activities: Stricter Rules for Digital Promotion in Türkiye

On 12 November 2025, the Turkish Ministry of Health published the new Regulation on Advertising and Information Activities in Health Services (“Yönetmelik”) in the Official Gazette No. 33075, repealing the previous version dated 29 July 2023. The new Regulation introduces significant changes that tighten control over how healthcare professionals, private health institutions, and international health tourism intermediaries may promote or publicise their services.

This update is particularly relevant for hospitals, clinics, medical tourism agencies, and healthcare professionals who use digital platforms for patient communication or marketing.

Key Changes Introduced

1. Wider Scope of Application

The new Regulation explicitly covers international health tourism intermediary institutions in addition to healthcare professionals and private medical facilities. This expansion ensures that both domestic and cross-border promotional activities fall within the Ministry’s oversight.

2. Stricter Rules for Social Media and Online Advertising

Healthcare providers are now prohibited from sharing or reposting patient satisfaction messages, testimonials, or expressions of gratitude in a way that could amount to advertising. All visual content shared online must disable user interactions such as comments, likes, and re-shares. Furthermore, sponsored or paid promotional posts on social media are generally prohibited unless specifically permitted under limited circumstances, such as the initial opening month of a new facility. Websites must also clearly indicate the last update date and provide editor contact details.

3. Visual Content and Consent Requirements

The Regulation introduces detailed conditions for using patient photographs and videos.

• Healthcare providers must obtain explicit written or electronic consent using a standard form (Annex-1).

• Pre- and post-treatment images must be genuine, unaltered, and taken under similar conditions, with dates clearly indicated.

• Sharing intra-operative or intimate body images is strictly forbidden.

• Each shared visual must include a mandatory disclaimer: “Results of any surgical or interventional procedure may vary from person to person. You are advised to consult your physician for detailed information before undergoing any procedure.”
  

4. New Rules for International Health Tourism Promotion

For the first time, the Regulation provides a separate framework for international health tourism advertising.

• Promotional activities aimed abroad must be conducted via dedicated foreign-language platforms (not in Turkish).

• The “HealthTürkiye” logo must be displayed across all materials.

• Targeting audiences residing in Türkiye is expressly prohibited.

• Health tourism providers and intermediaries are now permitted to announce discounts and promotional campaigns abroad, provided they comply with the ethical and legal principles set by the Ministry.

• URL addresses and trade names used online must fully match those on the official licence.
  

5. Broadcast Media and Expert Declarations

Healthcare professionals appearing on radio or television must now sign a standardised undertaking form (Annex-3) before participation. Their statements will be reviewed by a specialised commission of at least three experts, and violations may be referred to RTÜK (Radio and Television Supreme Council) for further action.

6. Enhanced Oversight and Sanctions

The new Regulation establishes Provincial Evaluation Commissions to assess compliance with advertising rules. Each commission will comprise representatives from the health authority, trade directorates, and professional bodies. Detected breaches may result in administrative fines, suspension of activities, or, in severe cases, criminal complaints under the relevant provisions of the Turkish Penal Code or Consumer Protection Law. Violations involving personal data or patient images may also trigger penalties under the Personal Data Protection Law (KVKK).

Increased Emphasis on Ethics and Patient Privacy

The Regulation reinforces the principle that medical advertising must not exploit patients’ trust or lack of knowledge. All communication must respect patient confidentiality and comply with the Patient Rights Regulation and KVKK. Hospitals and professionals are expected to demonstrate full transparency in obtaining and documenting patient consent.

Practical Implications for Healthcare Institutions

These changes require healthcare providers, medical tourism agencies, and marketing departments to:

• Review their social media and website content,

• Update their patient consent forms,

• Ensure compliance with the HealthTürkiye branding obligations, and

• Adapt internal policies for content approval and publication.

Observations

The 2025 Regulation marks a decisive step towards more ethical, transparent, and controlled communication in Türkiye's healthcare sector. It reflects the Ministry of Health’s intent to balance public information needs with professional integrity and data protection.

CCS Law is closely monitoring these developments and their potential implications for healthcare providers, international health tourism agencies, and medical technology firms operating in or with Türkiye. The firm continues to analyse how these new compliance obligations may affect cross-border digital health strategies and promotional practices.

Disclaimer: This article is intended for informational purposes only and does not constitute legal or tax advice.