The Code of Ethics of the Czech Medical Chamber (ČLK) is the Chamber’s Professional Regulation No. 10, and its members are bound by it. The Advertising Act looks at specific wording, the Code looks at the character of communication. It draws the line between factual information and undignified promotion.
Promoting a practice
The key provision is § 2(16). A doctor must refrain from all undignified activities that directly or indirectly amount to promoting their person and practice and that, in effect, canvass for more clients. The last sentence of the same paragraph adds that the doctor must not initiate such activities through other people either.
For a clinic this means two things. Factual information about the practice, its focus, equipment and availability is fine. And the doctor is personally responsible for a campaign commissioned from an agency, even when someone else wrote the copy.
A practice can be described factually. The line is crossed by undignified promotion and canvassing meant to win patients over.
Public appearances
Under § 2(15), a doctor may take part in presenting and discussing medical topics in public, in the press, on television and on radio. They must, however, refrain from individually targeted medical advice and recommendations for their own private benefit.
A blog, podcast or video explaining a method or how a procedure goes fits that description. Analysing a follower’s specific case in the comments and inviting them straight to a paid consultation doesn’t.
Colleagues and comparisons
Section 4(2) prohibits belittling and disparaging the professional skills, knowledge and services of other doctors. On the ethical level it complements the ban on comparative advertising aimed at patients in Act No. 40/1995 Coll.
Medical confidentiality
Section 2(9) requires doctors to strictly maintain medical confidentiality unless the patient releases them from it or the law provides otherwise. Reviews, photos and stories of specific patients therefore require explicit consent, ideally in writing.
Influencers and social media
Since 28 July 2025, ČLK Recommendation No. 1/2025 on medical influencers has been in effect. If a clinic works with a doctor who is active on social media, it’s worth reviewing their content against this recommendation as well.
This article is based on the text of the Code available at lkcr.cz. Check the current version of the regulation before publishing a campaign.