Ethics in Private Practice: Key insights from our recent member webinar

Written by: Prof Sam Shah

Reviewed by a Medico-Legal Expert

Published: 
October 2026

Ethics in Private Practice: Key insights from our recent member webinar

Written by: Prof Sam Shah

Reviewed by a Medico-Legal Expert

Published: 
October 2026

Ethics in Private Practice: Key insights from our recent member webinar

In a recent webinar for our members, Professor Sam Shah (a Medico-Legal Advisor and solicitor in our in-house legal team) shared his insights into the unique ethical challenges faced by healthcare practitioners when practicing privately, and the importance to maintain an ethical conduct at all times. Here’s a summary of the key themes and takeaways from the session.

If you are a MDS member and you would like to view a recording, get in touch at [email protected].

The state of Private Practice today

The private healthcare sector in the UK is experiencing a significant boom, bringing both substantial opportunities for practitioners and heightened regulatory scrutiny. With the market estimated at almost £14 billion and predicted to reach nearly £19 billion by 2033, clinicians are operating in an environment where ethical standards are identical to the NHS, but the context magnifies every risk.

The General Medical Council (GMC), General Dental Council (GDC), and the Competition and Markets Authority (CMA) are paying close attention to private practice conduct, confirming that more income results in more scrutiny.

Ethical challenges in commercial settings

Private practice introduces unique friction points that can influence clinical judgment:

  • Direct financial relationship: Patients are also paying customers, and their expectations can lead to the risk of commercial pressure influencing clinical decisions.
  • Marketing pressure: Commercial incentives can tempt practitioners to oversell procedures or underinform patients about risks and alternatives.
  • No institutional safety net: Practitioners in smaller private environments often lack the governance and institutional oversight found in the NHS or larger private groups,  meaning ethics must be deeply integrated into their practice and self-policed/enforced.
  • Elevated litigation risk: Patients in private practice are more likely to sue, often seeking higher claims for damages, including loss of earnings and the cost of private corrective treatment.

Applying the Four Pillars of Medical Ethics

All clinical decisions in the private sector must be balanced against the four pillars of medical ethics: autonomy, beneficence, non-maleficence, and justice.

  1. Autonomy: Respecting patient choice requires informed decision making, which includes disclosing NHS or other alternatives.
  2. Beneficence: Clinicians must recommend what is clinically best, prioritising the patient’s welfare over what is most profitable.
  3. Non-Maleficence: This extends beyond physical harm to include financial and psychological harm. Proceeding when a patient cannot afford treatment or setting unrealistic expectations can cause harm.
  4. Justice: In commercial settings, this can mean setting fair and transparent pricing with no hidden fees, and equitable treatment, where the quality of the care provided is not related to the amount paid.

Seek informed consent

Gold standard consent must be voluntary (free from commercial urgency or pressure selling), informed, and ongoing (one must be able to withdraw it at any time).

It requires disclosing all of the following:

  • Common and serious risks.
  • Realistic benefits and outcomes.
  • NHS alternatives and other options.
  • Total costs, including potential costs associated with complications or revisions.1
  • The clinician’s qualifications and experience.


Documentation must record the conversation with the patient, not just a signature on a form. Details must include the specific risks discussed, expectations, patient questions, alternatives offered, and the opportunity for the patient to reconsider. The use of AI scribes can be an efficient way to capture contemporaneous records of the consultation, but must be disclosed to the patient.

Clinicians are not obligated to provide treatment if they believe it is not in the patient’s best interest. The clinician must document their ethical and clinical reasoning for the refusal.

Conflicts of interest and confidentiality

Common conflicts include the financial incentive to overtreat, undisclosed ownership interests in referral facilities (e.g., imaging or labs), and referral fee arrangements. 

In the case of referral fees from testing providers, the safest option is to decline the fee and refer solely based on clinical quality and patient cost.

If you work in both NHS and private practice, NHS commitments take precedence. Clinicians cannot use NHS time or facilities for private gain unless explicitly permitted by their contract and must be transparent with their employer about their private practice.

In terms of confidentiality, in private practice this often comes to the fore when dealing with insurers. If an insurer requests clinical records, the clinician must not send the records directly. The correct protocol is to contact the patient directly, explain the request, and obtain written consent, before disclosing only the minimum necessary information. Liability for improper disclosure is a breach of confidentiality that can damage professional trust and reputation.

The general rule of no disclosure without explicit patient consent applies to requests from insurers, employers, solicitors, family, or GPs, with few exceptions for legal obligations (e.g., court orders, notifiable diseases) or public interest to prevent serious harm. 

Marketing your services

Marketing and advertising of private healthcare services are regulated by bodies including the Advertising Standards Authority (ASA), the Medicines and Healthcare products Regulatory Agency (MHRA), the GMC, GDC, and the CMA. 

 

Two essential key points to keep in mind are:

  • Do not use misleading claims or guarantees: Marketing must not imply guarantees. Include disclaimers that outcomes may vary.
  • Do not pressure-sell: Tactics like creating artificial urgency (e.g., only two slots left) are a direct red flag to regulators.

Regulatory requirements

Since 2024, holding indemnity that covers the full scope of practice is a mandatory GMC and GDC requirement. Clinicians must check that their policy covers private work, that the limits are adequate for high-damages private claims, and that all procedures they provide are included.

And to close…

Ultimately, the biggest mistake is handling complaints, legal actions, ethical dilemmas, or regulatory issues or new business arrangements alone. Clinicians are encouraged to seek early advice from their insurer and Medical Defence provider whenever any of the above comes up.

Looking for a Medical Defence Organisation? 

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Call us on 0300 30 32 442 or email: [email protected].