In Iowa, physicians may be subject to disciplinary action if their medical marketing or advertising contains untruthful, misleading, or improbable statements.
Before moving forward with any medical marketing initiatives, physicians should consult with qualified legal counsel to ensure their advertising complies with applicable Iowa laws and regulations.
More Information
Oversight Body:
Iowa Board of Medical Examiners
Reference Citation:
IA ADC 653-23.1(272C)
Selected Excerpt:
481-661(272C), formerly 653-23.1(272C) Grounds for discipline. The board has the authority to impose discipline for any violation of Iowa Code chapter 147, 148, 148E, 148H, 252J, 272C or 272D or the rules promulgated thereunder. The grounds for discipline apply to physicians, acupuncturists and genetic counselors. The board may impose any of the disciplinary sanctions set forth in 481—Chapter 506, including civil penalties in an amount not to exceed $10,000, when the board determines that the licensee is guilty of any of the following acts or offenses: (…)
661.1(17) Use of untruthful or improbable statements in advertisements. Use of untruthful or improbable statements in advertisements include but is not limited to an action by a licensee in making known to the public information or intention that is false, deceptive, misleading or promoted through fraud or misrepresentation and includes statements that may consist of but are not limited to:
- a. Inflated or unjustified claims that lead to expectations of favorable results;
- b. Self-laudatory claims that imply that the licensee is skilled in a field or specialty of practice for which the licensee is not qualified;
- c. Representations that are likely to cause the average person to misunderstand; or
- d. Extravagant claims or claims of extraordinary skills not recognized by the medical profession.
Sample Best Practices
We’ve developed some sample best practices to help you get started discussing your medical marketing with your legal counsel in more detail. Find out if you need to take steps to avoid the following:
- Using untruthful or improbable statements in advertisements.
- Making inflated or unjustified claims leading to patient expectations of favorable results.
- Implying that you are skilled in a field or specialty of practice for which you are not qualified.
- Making representations that are likely to be misunderstood by the average person.
- Making extravagant claims or claims of extraordinary skills not recognized by the medical profession.
- Making scientific claims that cannot be substantiated.
- Assuring a permanent cure for an incurable disease.
- Claiming professional superiority without supporting the claim with objective evidence, or using hyperbole when describing your techniques or results.
- Showing patient before and after photos without indicating that results vary and the results shown are not a guarantee.
- Showing models without clearly indicating that the photos are not of actual patients.
- Saying you are board-certified without including in any advertising the name of the board that has certified you.
Build Compliant Medical Marketing With Confidence
Understanding Iowa’s medical advertising rules is an important first step, but applying those requirements consistently across your website, ads, and content is where many practices need support.
Etna Interactive partners with medical practices throughout North America to develop marketing strategies that balance visibility, accuracy, and regulatory awareness. From content review and messaging standards to scalable digital strategy, we help practices communicate clearly and responsibly while supporting long-term growth.
Connect with Etna Interactive to learn how compliant, strategy-driven medical marketing can support your practice.Is your website following best practices when it comes to medical marketing? Find out by downloading our free Website Compliance Checklist!
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