A Cork-based medical clinic which offers obstetrics and gynaecology services could face censure by the Irish Medical Council (IMC) after advertising in a newspaper in a bid to secure new clients.

Cork Gyn Consultants has been running advertisements in local newspapers inviting prospective clients to arrange appointments by phone or over the internet.

The IMC's Ethical Guide prohibits the entry of a "display notice" or advertisement by a medical practitioner. It also outlaws "self-advertisement" which it sees as "canvassing for patients".

The Togher clinic is operated by Dr Joachim Becker and Dr Franzjoseph Esser. Becker has defended the advertisements, saying: "We use our judgement and follow the guidelines provided by the [Irish] Medical Council. The main concern is: what is advertising and what is information? We provide information about the clinic, including the names of consultants, address and contact details. Our advertisements are small and most of the information is by the internet. The clinic's website has more detail, including the services we provide and what they cost."

The ethical guide recommends the appropriate means of displaying a price list is by the doctor or their staff in the clinic itself.

William Kennedy of the Irish Medical Council could not comment on the specific case, but said: "The Medical Practitioners' Act 2007 outlines broad grounds of complaint against doctors. These include professional misconduct, poor professional performance and unfitness to practise. An important consideration is public interest and how it is best served.

"In the case of any complaint, the Preliminary Proceedings Committee will decide whether there should be an inquiry. The doctor will be informed of any complaints. If a complaint is pursued, there will be a mediation process. Each case is judged on its own merits and the burden of proof is beyond reasonable doubt. Punitive measures are at the council's discretion."