CFM Resolution 2,336/2023: What Changed in Medical Marketing and How Your Clinic Can Advertise Safely

CFM Resolution 2,336/2023 redefined the rules for medical advertising in Brazil. For dermatology and aesthetic clinics, effective medical marketing today means balancing authority, perceived value, and ethical compliance. This guide explains what changed and provides a practical checklist so your clinic can advertise with confidence.

What Is CFM Resolution 2,336/2023?

Published by the Brazilian Federal Council of Medicine (Conselho Federal de Medicina), Resolution 2,336/2023 updates and consolidates the rules governing medical advertising and promotion. It replaces the former CFM Resolution 1,974/2011 and directly addresses the rise of medical marketing on social media, paid ads, and short-form video.

What Changed for Dermatology and Aesthetic Clinics

• Before-and-after images for self-promotional purposes are prohibited.

• Promises of results, guarantees of cure, or comparisons between professionals are forbidden.

• Discounts, bonuses, giveaways, cashback, or "clearance sales" on procedures are not allowed.

• Physicians may not act as commercial endorsers of products, equipment, or techniques.

• Full identification is mandatory: name, CRM registration number, RQE specialist certificate (when applicable), and the clinic's medical director.

Compliant Medical Marketing: What Your Clinic Can Do

The Resolution does not ban marketing — it requires that marketing be informative, ethical, and evidence-based. Compliant medical marketing centers on education, authority, and clarity, not on promises and discounts.

• Produce educational content about clinical conditions, indications, and contraindications.

• Present the medical team with their qualifications, training, and CFM-registered specialties.

• Showcase the clinic's physical structure, equipment, and clinical protocols.

• Communicate technical differentiators in measured, scientifically grounded language.

Medical Marketing Compliance Checklist

Use this checklist as a filter before publishing any piece of content — social post, ad, video, landing page, or email.

1. Does the piece identify the responsible physician by name, CRM number, and RQE certificate?

2. Is the content informative and evidence-based, with no promises of results?

3. Is it completely free of before-and-after images, discounts, giveaways, or cashback?

4. Do any patient images have formal consent and serve an educational purpose?

5. Does the tone avoid sensationalism, comparisons, and self-promotion?

6. Are equipment and techniques presented without the physician acting as a commercial guarantor?

7. Does the clinic display its health permit, medical director, and tax ID (CNPJ) where required?

Ethical Medical Marketing That Still Drives Growth

Effective medical marketing in this new landscape is built on positioning and perceived value — not aggressive offers. Clinics that thrive under CFM Resolution 2,336/2023 are those that:

• Build visible technical authority.

• Communicate clinical differentiators with clarity.

• Develop mature commercial patient journeys.

This is precisely what the TRÍA Protocol delivers: strategic positioning, qualified patient acquisition, and commercial conversion within the ethical boundaries of Brazilian medicine.

Next Step

If your clinic wants to grow in compliance with CFM Resolution 2,336/2023 without sacrificing authority or qualified demand, request a TRÍA Strategic Diagnosis.