For many years, the rule for doctors on social media in Brazil was almost "better not to show up". That has changed. CFM Resolution No. 2,336/2023, in force since March 2024, replaced the old rules and gave doctors more freedom to promote their own work, including with paid ads. But freedom does not mean there are no limits.
This guide summarises, in plain language, what has changed and which precautions apply to every post, ad or video.
What the resolution now allows
- Paid ads on Instagram, Facebook and Google to promote the practice and the specialty.
- Showing the workplace, the team and the equipment at the practice or clinic.
- Educational content about diseases, prevention, tests and treatments, in accessible language.
- Before-and-after images, for educational purposes, with the patient’s consent and without manipulation, showing realistic results.
- Talking about your own journey, training and professional routine, without excessive self-promotion.
What is still prohibited
- Promising results or guaranteeing a cure.
- Using expressions like "the best", "the only" or "the most sought-after", or comparing yourself with colleagues.
- Sensationalism: content that frightens people or exploits fear to get appointments.
- Advertising a specialty without being registered in it with the medical council.
- Exposing patients without consent or in ways that harm their privacy and dignity.
Name, CRM and RQE on every asset
All promotional material must identify the doctor by name and CRM number. When a specialty is advertised, the RQE number (the Specialist Qualification Registration) must also appear. For clinics and hospitals, the material must also include the name and CRM number of the medical technical director.
On Instagram, the simplest way to comply is to keep your name, CRM and RQE in your bio and repeat this identification on your graphics and ads.
How to turn the rules into content that works
The rules do not prevent an engaging profile. In practice, what builds the most trust is exactly what the resolution encourages: explaining things clearly, showing the practice and letting patients get to know the doctor before the appointment.
- Answer the questions you hear most often at your practice on social media.
- Film short videos explaining how tests and procedures work.
- Show the facilities and the team that will welcome patients.
- Use ads to bring this content to people in your city and region.
When in doubt, ask
This article is an informative summary and does not replace reading the resolution. If you have questions about a specific asset, your state’s Regional Medical Council and a lawyer who specialises in the field can advise you. The doctor is always responsible for what is published.
At iodo, healthcare marketing follows these rules: every asset includes the CRM and RQE, nothing promises results and nothing goes live without the doctor’s approval.