Swedish Medical Association warns TikTok doctors about ethical marketing practices

In recent years, so-called “TikTok doctors” have attracted hundreds of thousands of followers by sharing tips and information on medical issues. However, some of these doctors engage in paid partnerships to promote various products. According to the Swedish Medical Association’s marketing guidelines, doctors should refrain from “intrusive marketing.” These rules apply to all members of the association and have been deemed a standard within the profession by the Consumer Agency.

Christofer Lindholm from the Swedish Medical Association emphasizes the importance of presenting marketing appropriately. Tracy Ghattas, a TikTok doctor, defends her partnerships, stating that she aims to deliver important messages regardless of the affiliating organization.

Marketing regulations are particularly strict for pharmaceuticals and health and beauty products, especially when doctors speak in their professional capacity. Gunilla Welander, a lawyer for the Advertising Ombudsman, warns that audiences may be more influenced by doctors due to their perceived expertise, highlighting the need for credible physicians.

Violations of professional ethics could lead to serious consequences for doctors, including expulsion from the association or reports to the Health and Social Care Inspectorate. Advertising products related to pharmaceuticals is especially sensitive; physicians are prohibited from endorsing or guaranteeing such items.

Lindholm advises against paid advertisements for specific pharmacy chains, as this could be classified as pharmaceutical advertising, which doctors should avoid. Both experts suggest that patients should be critical of the information shared by doctors on social media, urging trust while remaining cautious.

Regarding proper social media use, physicians should never share patient details online, avoid sharing personal information with patients, ensure statements are professional, and be thoughtful about criticizing their employer.