Medical advertising and COFEPRIS: a guide for doctors 2026

More and more physicians are promoting their practices on Instagram, Facebook, Google, and their own websites. What many don’t know is that COFEPRIS medical advertising rules don’t distinguish between a billboard and a social media post: the Regulations to the General Health Law on Advertising expressly include electronic and computer-based media.

This guide summarizes what the current regulations say, based on the official text of the Regulation (last amended and published in the DOF on 8 of September 2022), the General Health Law, and the COFEPRIS Advertising Authorization page, consulted in November 2026. This is general information, not legal advice. For your specific case, consult a health regulations specialist.

In this article:

• What counts as medical advertising
• When a notice is enough and when you need a permit
• What information must a physician include in their advertising?
• What medical advertising cannot say
• How to file an advertising notice through DIGIPRiS
• What happens if you don't comply
• Influencers, collaborations, and the GRRUPI guidelines
• How COFEPRIS relates to appearing on Google and ChatGPT

# What counts as medical advertising for COFEPRIS?

The Advertising Regulations define advertising as any process of creating, planning, executing, and disseminating ads for the purpose of promoting the sale or consumption of products and services (Article 2, Section IX). They define a dissemination medium as any means of communication, “whether print, electronic, telephone, computer-based, telecommunications, or through other technologies” (Article 2, Section VII).

In practice, this covers your website, social media profiles, Google or Meta ads, and directory listings when you offer your practice’s services. The General Health Law gives the Ministry of Health authority over advertising related to the practice of health disciplines (Article 300), and COFEPRIS lists “professional, technical, auxiliary, and specialty services” among the areas it regulates in advertising (COFEPRIS, Advertising Authorization) comes in.

A note on interpretation: because the definition focuses on the purpose of promoting a service, a post offering consultations, prices, or appointment scheduling is more like advertising than general health information. If a piece combines both, review it as advertising.

# Advertising notice or permit: which do I need?

It depends on who is advertising and what they are advertising. Article 79 of the Regulations requires a permit for advertising health services, “except when the services are provided individually,” and for beautification services and procedures. Article 86 requires only a notice for professional activities and health specialties.

The costs and timelines in the table come from the official page for COFEPRIS Advertising Authorization, which states that permit applications are submitted at the Comprehensive Services Center and that the notice is a self-service digital process. If your case combines individual consultations with services provided by a clinic or aesthetic treatments, confirm the applicable category with COFEPRIS or your state health authority before advertising.

# What information must a doctor include in their advertising?

There is a clear requirement in two regulations. Article 83 of the General Health Law requires those who practice medical specialties to state the institution that issued their degree or diploma, their professional license number and, where applicable, their current specialty certification, and that “the same information” appear in their advertising. Article 19 of the Regulation repeats this requirement “regardless of the advertising medium.”

On a website, the practical approach is to include this information on the doctor’s profile page, in the footer, and on every service page. On social media, include it in the profile bio and in posts promoting the consultation. Make sure the information matches your documents: an undergraduate professional license, a specialty license, and a board certification are not the same thing.

To see how this information is organized on a website, check out the pages a doctor’s website needs.

# What can medical advertising not say?

The Regulation requires advertising to provide guidance and be educational (Article 7) and not to mislead or exaggerate the characteristics of a service (Article 9). It also prohibits advertising treatments whose effectiveness has not been scientifically proven (Article 18, subsection II), and when a service may pose a risk, the advertising must state the necessary precautions (Article 7, subsection III).

It’s best to be cautious with patient testimonials: the Regulation prohibits testimonials for medicines that could be misleading or are not substantiated (Article 44), and it is prudent to apply the same standard to medical services. If you use reviews, make sure they are genuine, shared with consent, and do not promise results. We explore this in more depth in medical reviews and reputation in the age of AI.

# How do you file an advertising notice in DIGIPRiS?

The notice for professional activities is filed online through DIGIPRiS, COFEPRIS’s application platform. Based on the requirements published by the Nuevo León Ministry of Health and the State of Mexico Health Institute, the process is:

1. Make sure your e.signature is valid. The platform requires it for the owner and, if applicable, the health officer.
2. Check that your practice has a notice of operation and a notice identifying its health officer (COFEPRIS-05-036). These are prerequisites for the advertising notice.
3. Prepare the advertising materials as they will be distributed, preferably in color.
4. Gather documentation supporting the claims in your advertising, such as documents verifying the training and specialty you advertise.
5. Fill out the notice with the medium, duration, number of versions, and titles of the ads, as required by Article 87 of the Regulations.
6. Submit it within the five days before distribution begins. This special deadline for professional activities appears in the final paragraph of Article 87.
7. Download and save the acknowledgment of receipt. COFEPRIS states that the notice is handled immediately and does not require a response from the authority.

One important detail: the acknowledgment of receipt does not mean COFEPRIS approved the content. The authority retains its oversight powers, so the message must comply with the rules in the previous section.

# What happens if you advertise without a notice or with noncompliant messaging?

The Regulations set fines in multiples of the general daily minimum wage. Article 111 imposes penalties of 6,000 to 8,000 times that amount for violations of several articles, including Article 7 (informational advertising and precautions) and Article 18 (health services). Article 112 provides for penalties of up to 16,000 times that amount for violations not expressly covered.

In addition, Article 78 requires media outlets to make sure the advertising they broadcast has a permit or notice, and the advertiser must provide them with a copy of the filing. That’s why it’s a good idea to have the acknowledgment of receipt on hand before launching a campaign.

# What changes with influencers and collaborations?

In September 2024, the Advertising Advisory Council, chaired by COFEPRIS, presented the Guide to Roles and Responsibilities in Influencer Advertising (GRRUPI). According to coverage by El Heraldo de México, the guide says not to make untrue claims about curative properties, to identify content as a collaboration, to display the advertising notice or permit number, and to avoid promoting treatments without scientific evidence.

The GRRUPI is a guide, not a new regulation, but it clarifies existing obligations. If a content creator promotes your practice, that content is also advertising for your services.

# How does COFEPRIS compliance fit with appearing on Google and ChatGPT?

Compliance and visibility are not at odds. Google explains that it gives greater weight to experience, expertise, authority, and trustworthiness on topics that can affect people’s health, known as YMYL topics, and that content accuracy is especially important for them (Google Search Central) comes in.

The same information COFEPRIS requires, such as institution, professional license, and specialty, also helps search engines and AI assistants identify who you are. Publishing it consistently on your website, Google profile, and in structured data helps you comply with the rules while reinforcing your authority. We explain this in medical schema, Google Business, and authority and in how to appear in ChatGPT as a specialist physician.

# Quick checklist before publishing

• Does it list the institution that issued your degree, your professional license, and, if applicable, your specialty certificate?
• Is the correct filing a notice or a permit, and do you already have the receipt?
• Does the copy avoid promises of cures, guarantees, and superlatives?
• Do you mention risks and the need for an evaluation when discussing procedures?
• Are reviews or testimonials genuine and shared with consent?

# Frequently asked questions

# Do I need a COFEPRIS notice to advertise on Instagram?

If you promote your individual practice, the general rule is to file the COFEPRIS-02-002-A advertising notice through DIGIPRiS within the five days before publication. Clinics and aesthetic treatments require a permit.

# How much does a COFEPRIS advertising notice cost?

According to COFEPRIS, the advertising notice is free and processed immediately. An advertising permit does have a fee, as established under Article 195 of the Federal Law on Fees.

# Does my website count as advertising?

The Regulations include electronic and digital media as channels of dissemination. If your website promotes your practice, treat it as advertising and display your institution and professional license.

# What information should I include in my medical advertising?

The institution that issued your degree or diploma, your professional license number, and, where applicable, your current specialty certificate, as required by Article 83 of the General Health Law and 19 of the Regulations.

# Can I use before-and-after photos?

For beautification procedures, the Regulations require advertised results to be substantiated technically and scientifically before the Ministry, and require risks and contraindications to be stated. Consult a specialist before using them.

# Conclusion: compliance also builds trust

• Your website and social media are channels of dissemination for COFEPRIS purposes.
• Individual practice: a free notice filed through DIGIPRiS, five days before publication. Clinics and aesthetic services: permit.
• Always display your institution, professional license, and, if applicable, specialty certificate.
• Avoid cures, guarantees, superlatives, and unsupported testimonials.

If you're putting together your digital strategy, also check out our marketing guide for doctors in Guadalajara or learn about the AI search visibility service for doctors.

This article is for informational purposes and does not replace advice from a healthcare regulatory specialist.

# About the author

Arturo Sánchez Gándara is CEO of ai¹, an applied AI consultancy based in Guadalajara that helps specialist doctors and businesses in Mexico and the United States get found and recommended by Google, Google Maps, and AI assistants.

# Referenced sources

• Chamber of Deputies: Regulations to the General Health Law on Advertising
• Chamber of Deputies: General Health Law
• COFEPRIS: Advertising Authorization
• COFEPRIS: DIGIPRiS platform
• Nuevo León Ministry of Health: advertising notice requirements
• State of Mexico Health Institute: advertising procedures
• El Heraldo de México: COFEPRIS introduces the GRRUPI
• Google Search Central: helpful, reliable content and E-E-A-T