Advertising of Medical Devices and Principles of Claim Substantiation in European Union |Biomedgrid

The marketing of medical devices is extremely competitive. Successful advertising often depends on making strong and effective statements in respect to a product's performance or in comparing a product with a competitor's product. As advertising is highly regulated, especially within the medical technology industry, these statements can cause legal problems and possibly face legal sanctions. On one hand, companies are keen to challenge competitors' advertising which they believe to be inaccurate or misleading, on the other strongly defend their own marketing claims in the event of a challenge from a competitor or a regulatory body. The aim of the present review is to evaluate product promotions and advertising within the light of current regulatory frameworks and other limitations in the European Union.