IVF and fertility clinic website audit: clear, factual pages that search and AI can read

Start with the legal lines

ART (Regulation) Act, 2021, section 32(1): a clinic or bank, or its agent, “shall not issue, publish, distribute, communicate or cause to be issued, published, distributed or communicated any advertisement in any manner including internet, regarding facilities of sex selective assisted reproductive technology.” Contravention is punishable with imprisonment of five to ten years, or a fine of ₹10 lakh to ₹25 lakh, or both (section 32(2)). Pre-implantation genetic testing may be used only to screen embryos for known, pre-existing, heritable or genetic diseases (section 25(1)). (ART Act, Gazette text)

PCPNDT Act, 1994, section 22 separately prohibits advertising, in any form including the internet, facilities for pre-natal determination of sex or sex selection before conception. (section 22)

Images count, not just words. On 25 August 2026 the Times of India reported that Rajasthan had suspended the registrations of nine ART and surrogacy centres of one hospital group for alleged prima facie violations of the ART Act, after a newspaper advertisement whose image the department considered indicative of sex-selection-related services. (Times of India, 25 Aug 2026) Review every image and caption on your site, not only the text.

The NMC’s advertising guidelines (6 October 2026)

The National Medical Commission’s Ethics and Medical Registration Board issued Guidelines on Ethical Advertising and Public Communication by Hospitals/Medical Institutions and Registered Medical Practitioners by public notice dated 6 October 2026, with immediate effect. Websites and blogs are listed as a medium of advertisement (para 3.5). Points that matter for a clinic website (NMC public notice and guidelines, PDF):

• Information about equipment, technology, diagnostic facilities or services may be shared as factual information, provided it contains no claims of superiority, guaranteed accuracy, guaranteed outcomes, comparative claims or other misleading or unverifiable representations (para 3.2, Explanation II).
• Doctors publishing electronic-media posts should disclose their name, qualifications, registration status and SMR/NMR registration number; clinical establishments should name their doctors with the same details (Explanations III and IV).
• No doctor or institution may solicit, buy or publish fake, paid or misleading patient reviews, ratings, testimonials or endorsements (Explanation V).
• AI-generated promotional content that is otherwise permitted must carry a mark stating that its origin is AI (para 7.2).

For hospitals and medical institutions, the guidelines are read with the applicable Clinical Establishments Act or state law (para 4.3). Read the full NMC document before you change your site.

What to publish instead: plain facts

1. Doctors: one profile per doctor with name, qualifications, registration status and SMR/NMR number, as text.
2. Registration: your ART clinic or bank registration details, if you choose to show them online. The Act already requires the registration certificate to be displayed at a conspicuous place in the clinic (section 16(7)).
3. Treatments: what each treatment is, the consultation process and what to bring, in neutral language.
4. Charges: publish them only if you choose to; NMC says any disclosure of charges, packages or fees must be factual, transparent and not misleading.
5. Locations: the same clinic name, full address with PIN and contact details on every page and in your schema.

What not to publish

• Success rates, numbers of patients treated, or any wording that implies an outcome (NMC para 8.1(iii)).
• Guarantees of any kind, and superlatives such as best, top, leading or No. 1 (NMC para 8.1(ix) prohibits these unless objectively and independently verifiable).
• Patient testimonials, solicited reviews, before-and-after stories or photos (NMC para 8.1(v), Explanation V).
• Anything referring to the sex of a child, in words or images, beyond stating that the law bans sex selection.
• Discounts, limited-period offers, free procedures or similar inducements (NMC para 8.1(x)), and fear-based messaging (para 8.1(i)).

Structured data and AI crawler access

Mark up each centre with schema.org MedicalClinic (name, url, address, contact details, medicalSpecialty), and make sure it describes only what the page shows. Google’s structured data guidelines say not to mark up content that is not visible to readers, or misleading content such as fake reviews (Google structured data guidelines). Google also says there are no additional requirements to appear in AI Overviews or AI Mode beyond normal SEO best practices (Google: AI features and your website).

Check that your robots.txt doesn’t block the crawlers assistants use to read pages, such as Googlebot and OpenAI’s OAI-SearchBot (OpenAI crawlers).

What our audit checks on your website

• Technical SEO basics: title and meta description, headings, HTTPS, mobile viewport, canonical, sitemap, image alt text, page text depth.
• Mobile page speed: a Lighthouse lab test on throttled mobile (performance score, Largest Contentful Paint, blocking time, layout shift, page weight).
• AI search readiness: structured data, FAQ markup, llms.txt, and whether robots.txt blocks the crawlers that ChatGPT, Perplexity and Claude use to read the pages they cite.
• Local details: whether your name, address with PIN and contact details are consistent on the page and in your schema.
• Prioritised fixes: P1 / P2 / P3 in plain English, each with how-to steps.

We measure your website. We don’t give legal advice, we don’t review your claims for compliance, we don’t log in to your accounts, and we don’t promise rankings or AI mentions.

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Sources

• Assisted Reproductive Technology (Regulation) Act, 2021: Gazette text (Delhi PCPNDT copy)
• PCPNDT Act, 1994, section 22 (Indian Kanoon)
• NMC: Guidelines on Ethical Advertising and Public Communication (public notice dated 6 Oct 2026), PDF
• NMC: What’s New (listing dated 6 Oct 2026)
• Times of India: Rajasthan suspends registration of nine centres of IVF hospital (25 Aug 2026)
• Google Search Central: AI features and your website
• Google Search Central: structured data general guidelines
• OpenAI: overview of OpenAI crawlers
• schema.org: MedicalClinic

Rules and documentation change. We checked these sources on 17 October 2026. This page is general information, not legal advice. We don’t guarantee rankings, traffic or mentions by any AI assistant.

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