We often come across posters that promised “instant diabetes reversal” or one drop of a potion that will bring you good luck. Just one pill a day, and you could bid farewell to years of medical advice.
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We all know these ads are nonsense, yet they continue to thrive. Whether it’s a newspaper column, a late-night TV commercial, or a WhatsApp forward from that one uncle who believes turmeric can fix everything, misleading medical claims have become an epidemic of their own. Which is why the Supreme Court’s latest directive to state governments to actually implement the Drugs and Magic Remedies (Objectionable Advertisements) Act, 1954, feels like a long-overdue reality check.
For 70 years, this law has existed in the books, gathering dust while television channels, social media, and the internet have been flooded with dubious medical promises. You’d think a law that bans misleading medical advertisements would mean something, but here we are, still bombarded with "100% guaranteed" cures for everything from cancer to infertility.
The Indian Medical Association (IMA) had to knock on the doors of the highest court to remind the authorities that misleading medical advertisements are not just harmless exaggerations—they are dangerous.
Imagine a diabetes patient who, after seeing an ad promising a “natural cure,” stops taking insulin in favour of some miracle pill. Or a cancer patient who delays chemotherapy because a self-proclaimed “doctor” on YouTube claims a homemade juice can “eliminate tumours.” These aren’t just hypothetical scenarios—countless people have lost their health, money, and in many cases, their lives, because of false medical claims.
The business of selling fake hope is booming, and the ones who suffer the most are often the most vulnerable—the elderly, the illiterate, and those desperate for an affordable cure. And while we shake our heads at how gullible some people are, the real question is—why has the government done nothing about it?
What’s truly baffling is the excuse that states have been giving for their inaction. “We can’t identify offenders,” some claim.
Really? The average person can’t scroll through Facebook without bumping into a post about a “miracle cancer cure” or a WhatsApp message about a “hidden ayurvedic remedy that Big Pharma doesn’t want you to know about.” Somehow, despite having entire departments dedicated to consumer protection and law enforcement, the state governments struggle to find these violations?
It’s not like these fraudsters are operating in secret. They advertise openly on news channels, radio stations, billboards, and social media platforms. They hold grand events where they sell their so-called "medicines" to hundreds of people. But the authorities, it seems, have been perfectly content to look the other way.
Thankfully, the Supreme Court has decided enough is enough, ordering state governments to take concrete action against misleading medical advertisements. It has directed them to appoint officers specifically tasked with monitoring and acting against such fraudulent claims, while also ensuring that police personnel are trained to recognise and prosecute offenders.
To empower citizens, the Court has mandated the establishment of public complaint mechanisms, making it easier to report deceptive medical ads. Additionally, a tracking dashboard will be created to monitor enforcement efforts, ensuring transparency and accountability in the crackdown on these dangerous falsehoods.
The best part? There’s a deadline. States need to get moving by June 2025. And since we all know that nothing motivates officials like public scrutiny, the Supreme Court has also directed that the government create a dashboard where people can track progress.
Now, let’s be realistic—this won’t clean up the mess overnight. There’s a reason these fake cures have flourished for so long. The demand for instant fixes is high, and many people would rather believe in a magical cure than deal with the harsh realities of medical treatment.
But at least now, the government can’t pretend ignorance anymore. There’s no more hiding behind the excuse of “we didn’t know” or “we don’t have the resources.” The Supreme Court has drawn the line—enforce the law, or be held accountable.
In the meantime, take medical guidance from actual doctors, not WhatsApp forwards. If something sounds too good to be true, it probably is. And if someone tries to sell you a pill that will make you taller, grow your hair back, and cure arthritis in one go—run. Preferably in the direction of an actual medical professional.
(The author is the Commissioner of Police, Guwahati and STF Chief, Assam. All views and opinions expressed in the article are the author's own)
