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Advertising in Italy: DOs and DON'Ts
#7 Good practices and
common pitfalls on promotion
of medical devices in Italy
Promote to healthcare professionals all kinds of
medical devices that comply with applicable
requirements for their sale
Request the authorization for promotional materials
addressed to the general public, unless any
specific exception applies (e.g. for the
advertisement of condoms)
Disseminate “institutional information” – information
aimed at promoting the name and the business
field of the company, without making reference to
the specific properties of the medical devices
General Rules
Promote medical devices that do not
meet applicable requirements for their
sale
Do any misleading promotion
Promote exclusively or principally at
children
General Rules
FAKE
!
Make it clear that the message is an
advertisement
Clearly identify the product as a medical device
and provide relevant information on its intended
use and manufacturer
Disseminate information in line with the product
documentation (e.g. instructions for use)
Ensure that claims are backed by evidence
Content of the promotional message
#adv
Promote medical devices subject to medical
prescription
Promote medical devices that require the assistance of
HCPs for their use
Promote custom-made medical devices
Refer to a recommendation by scientists, HCPs or
famous persons
Give the impression that a medical consultation is
unnecessary
When addressing the general public

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Good practices and common pitfalls on advertising of medical devices in Italy

  • 1. Advertising in Italy: DOs and DON'Ts #7 Good practices and common pitfalls on promotion of medical devices in Italy
  • 2. Promote to healthcare professionals all kinds of medical devices that comply with applicable requirements for their sale Request the authorization for promotional materials addressed to the general public, unless any specific exception applies (e.g. for the advertisement of condoms) Disseminate “institutional information” – information aimed at promoting the name and the business field of the company, without making reference to the specific properties of the medical devices General Rules
  • 3. Promote medical devices that do not meet applicable requirements for their sale Do any misleading promotion Promote exclusively or principally at children General Rules FAKE !
  • 4. Make it clear that the message is an advertisement Clearly identify the product as a medical device and provide relevant information on its intended use and manufacturer Disseminate information in line with the product documentation (e.g. instructions for use) Ensure that claims are backed by evidence Content of the promotional message #adv
  • 5. Promote medical devices subject to medical prescription Promote medical devices that require the assistance of HCPs for their use Promote custom-made medical devices Refer to a recommendation by scientists, HCPs or famous persons Give the impression that a medical consultation is unnecessary When addressing the general public