Marketing for doctors: what’s allowed and what isn’t in Greece

Why does marketing for doctors have different rules?

Today, patients look for a doctor the way they look for anything else: on Google, on maps, on Instagram. They type “gynecologist Glyfada” or “dermatologist near me” and choose from what they see on the first screen.

But a doctor can’t respond to that search the way a store can. Marketing for doctors in Greece operates within the Code of Medical Ethics (Law 3418/2005), which prohibits personal medical advertising.

And now the oversight is real. Since mid-September 2026, the Ministry of Health has been running MedWatch, an artificial intelligence system that scans the online presence of doctors and medical practices and cross-checks it against the licenses and specialties they actually hold. Among its first findings was a doctor working as an influencer, with sponsored posts and patient testimonials.

The good news: the law bans advertising, not information. And that’s exactly where a serious digital strategy fits in.

What does the Code of Medical Ethics say about advertising a medical practice?

Article 17 of Law 3418/2005 is clear: any personal advertising or systematic public promotion of a doctor’s name is prohibited, whether the doctors do it themselves or it happens at their instigation.

In practice, medical practice advertising falls into three zones:

• Allowed: an informational listing with full name, specialty, address and office hours, as well as a sign at the entrance of up to 25 x 30 centimeters, which must first be approved by the Medical Association.
• Prohibited: advertising signs in public places, flyers, notices and advertising listings in print or online media.
• Also prohibited: publicly expressing views that could confuse or mislead the public on health matters (Article 17, para. 10).

There’s a European dimension too. In 2017, in a case involving a dentist (C-339/15, Vanderborght), the Court of Justice of the EU ruled that a general and absolute ban on online advertising is contrary to EU law. It did accept, however, that the form and manner of communication can be regulated. For a Greek doctor, the Code and their Medical Association remain the benchmark.

Google Ads for doctors and clinics: how we set them up

A campaign is set up differently for an individual doctor and for a clinic or hospital. For an individual doctor, the campaign is informational: it appears to people searching for the specialty in the area, and says only who the doctor is, their specialty, where the practice is and how to book an appointment. It makes no promises of results, no comparisons with colleagues and no offers or prices, and it leads to the doctor’s website, which also follows medical ethics. For a clinic or hospital, the campaign can feature departments, services and equipment, always accurately and without exaggeration. In both cases, campaigns are set up within Google’s healthcare policies, and patient data is never shared with Google.

Can a doctor have a website and a blog?

Yes. Article 18 of the Code explicitly allows doctors to maintain a website, with its core content being the details set out in Article 17, such as full name, specialty, address and office hours. It even sets limits on the name or title of the website. Under the interpretation of the Code, a medical website is judged by the same principles that apply to the media: objectivity and information, not promotion.

A doctor’s website is your most powerful tool, because it’s ground you own. An article on the symptoms of endometriosis or on when a mole check is needed answers real patient searches and brings organic traffic from Google, without any advertising.

The line that isn’t worth crossing: promises of results, comparisons with colleagues, patient testimonials, discounts and “special offers” on medical procedures. As long as your content explains rather than sells, you’re on the right side.

Social media for doctors: where does information end?

This is where the biggest gray area lies. An Instagram profile with educational content, like a short video on sun protection, is information. Paid promotion of that same video is another story.

The Medical Association of Thessaloniki has made it clear that doctors’ sponsored posts on social media are advertising and carry sanctions. In September 2026, the Athens Medical Association proposed that no public promotion of medical procedures be allowed without the Association’s prior approval. Be careful with influencer collaborations, too: even if you’re not the one paying for the post, the promotion may be considered to be happening at your instigation.

The safe formula for social media for doctors is organic, educational content: no patient photos, no “before and after,” no prices. The audience that follows you because they learn something useful is the one that will trust you when they need a doctor.

Google Business Profile and reviews: what are the rules?

Your Google profile (Google Business Profile) contains essentially what the Code allows in an informational listing: name, specialty, address, phone, hours. That’s why it’s the first step in local SEO for medical practices. When someone searches for “orthopedist Marousi,” your position on the map often decides who they call.

Make sure it’s complete: the right specialty category, real photos of your premises, up-to-date hours.

Reviews need care. Don’t buy or write fake reviews. When you reply, even to a negative one, never confirm that the person is your patient and don’t mention what condition they had. Health data is a special category of data under Article 9 of the GDPR and is covered by medical confidentiality. A polite, general reply inviting them to contact the practice is enough.

Five legal moves that bring in patients

• A website with substance. Fast, built for mobile, with complete details and a clear way to book an appointment.
• A blog that answers patients’ questions. Each article targets a real search, e.g., “when should I get a Pap smear.”
• A complete Google Business Profile. The most cost-effective move for local visibility.
• Educational content on social media. Organic, consistent, built on your scientific expertise.
• Ask before you post. If something worries you, your Medical Association is the right body to answer. A question costs less than a disciplinary case.

Promoting your practice with strategy, not risk

Marketing for doctors is no longer about whether you’ll be online, but how. With MedWatch up and running, a wrong post won’t go unnoticed. A proper website and a blog that answers patients’ questions, on the other hand, work for you every day.

At CNCTECH, we design doctors’ websites, SEO strategies and social media content guided by the Code of Medical Ethics. We build visibility that brings in patients and holds up under any scrutiny.

This article is for informational purposes only and does not constitute legal advice. For specific cases, contact your Medical Association.