1. #4 Good practices
and common pitfalls on
promotion of medicines in Italy
Advertising in Italy: DOs and DON'Ts

2. ·Promote to healthcare professionals all kinds of authorized medicines
·Request the authorization for promotional materials addressed to the
general public
·File with the Italian Medicines Agency (AIFA) promotional materials
addressed to healthcare professionals
Efficacy Claims General Rules
·Promote medicines that have not been granted a marketing authorization
·Do any misleading promotion
·Promote exclusively or principally at children

3. Content of the
promotional message
·Include information compliant with the summary of product characteristics
·Encourage the rational use of the medicinal product, by presenting it
objectively and without exaggerating its properties
·Make it clear that the message is an advertisement
·Clearly identify the product as a medicinal product

4. ·Distribute samples of medicinal products
·Promote prescription-only medicines
·Promote reimbursed medicines
·Promote medicinal products containing narcotics
·Promote products intended for use with the intervention of HCPs
·Use claims that can lead to excessive, improper or inappropriate use of
medicinal products
When addressing the
general public