It is a long standing tradition of the medical profession that doctors should refrain from self-advertisement. 

This has been so because of the appreciation of the profession that advertising could become a source of danger to the public in that a doctor who was successful at achieving publicity might not in fact be the most appropriate doctor for a patient to consult. 

 

The extant Code of Medical Ethics in Nigeria states that a registered practitioner would be deemed to have breached the Code if he is proved to have:

a. Advertised himself, whether directly or indirectly, for the purpose of obtaining patients or promoting his own professional advantage; and 

b. Canvassed, or employed any agent or canvasser, for the purpose of obtaining patients.

The list of what constitutes advertisement is contained in the Code of Medical Ethics in Nigeria 2008 Edition. 

 

The Code permits the following:

1. Health Education for the population. Doctors are allowed to engage in activities that promote education and health or hospital consciousness of the public. The Code demands that doctors involved in performing such function should not use such occasions for self-advertisement. They should merely present their materials in such a manner as to only serve the purpose of public enlightenment on the health issue under focus.

2. Registered practitioners in administrative charge of health institutions. Doctors in administrative charge of health institutions may grant interview or make media releases in respect of the institutions they manage, without being liable to a charge of misconduct, unless they specifically call attention to themselves or their professional competence.

3. Advertisement by Hospitals which are limited liability companies. Every practitioner who is connected or involved with a limited or publicly quoted organization providing clinical, diagnostic or medical advisory services such as public or private hospitals, clinics, etc. whether as partner, directors, employers, consultants or in whatever capacity in which their status as medical or dental practitioners would be clearly construed to lend support or foster the activities of the organization, have the responsibility to ensure that the provisions of the Code of Medical Ethics in Nigeria are complied with.

 

a. The prospectus of such organizations may contain services offered by the organization but should not feature the expertise of individual practitioners. This rule applies to publicized information in the print and electronic media and on the internet.

b. Advertisement from such organizations should be factual but should not promote in any way the professional qualities or services of identified individual practitioners connected with such organization or make unfavorable comparisons or allusions to services offered by other organizations, whether public or private, or infringe the confidentiality of patients who use the services of the organization. They should also not mislead patients, entice them with promotional materials or interfere in anyway with their right to referral. 

c. Practitioners should not be directly involved in promoting the services of such organizations through such practices as public speaking, broadcasting, signing circular, writing articles, putting publications in the information media and internet, permitting the use of their photographs and professional qualifications in the promotional activities of such organizations.

 

Refer to the Code of Medical Ethics in Nigeria 2008 Edition specifically Rules 14.1(a)-(e), 54,55,56 and 57.