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Advertising of Medical Devices
28th Meeting of CAMD, 27-28th October 2011, Poland, Cracow
Ellen Jespersen, Head of Department for Medcal Devices
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Advertising of medical devices
• Current status• Danish national legislation• Challenges
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Current status
• No common EU legislation in regards to medical devices exist
• National legislation exists
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What is advertising?
Advertising means any form of door-to-door
information, canvassing activity or inducement
designed to promote the prescription, supply, sale
or consumption of medical devices.
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What is not advertising?
• The labelling and instructions for use• Individual correspondence – answering questions• Necessary and concrete information serving
safety purposes• Information material about health and diseases
provided that specific medicinal devices are not mentioned neither directly nor indirectly.
• Press releases
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General provisions
• must be adequate and objective• must not compromise safety and health • the information given must be
compatible with the intended purpose• must not contain misleading or
exaggerating information• factual information must be backed up
by documentation
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The advertisement must not……..
• give the impression that it is unnecessary to consult a doctor,….
• give the impression that use of the device is not associated with any risk
• suggest that the health of the person can be deteriorated by not using the medical device
• be exclusively or principally directed at children• give information that could lead to erroneous self
diagnosis• use, in improper, alarming or misleading terms pictures
or drawings
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The advertising to the public must not…..
• make recommendations by healthcare professionals, scientists or persons who, because of their prestige could encourage use
• neither directly nor indirectly, mention serious diseases• refer to analysis, literature, journals
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Challenges
• Via internet pages hosted outside Denmark, products can be advertised towards the Danish public
– not in compliance with Danish advertisement legislation
– not in compliance with Danish language requirement of packaging
• Lack of common legislation in the EU possibly complicates the free movement of goods
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Thank you