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Advertising & Promotion

Overview​

Advertising and promotion of medical devices in Switzerland is regulated by the Therapeutic Products Act (TPA) Chapter 4 and the associated Ordinance on Therapeutic Products Advertising (Arzneimittelwerbeverordnung, AWV, SR 812.212.5) — the AWV applies primarily to medicinal products but certain provisions extend to medical devices. Swissmedic has authority to assess and challenge non-compliant advertising.

Key Principles​

  • All claims made about a medical device must be accurate, verifiable, and consistent with the intended purpose and technical documentation
  • Claims must not be misleading or exaggerated
  • Advertising must not create an impression of properties that the device does not have
  • Advertising must not suggest the device is safer or more effective than available evidence supports

Professional vs Consumer Advertising​

Professional advertising (directed at healthcare professionals):

  • Generally less restrictive than consumer advertising
  • Must include the device name, indications, contraindications, and relevant warnings
  • Comparative claims are permitted if based on documented evidence
  • Off-label promotion is prohibited — claims must align with the registered intended purpose

Consumer advertising (directed at the general public):

  • Medical devices intended for self-use by lay persons may be advertised to consumers
  • Advertising must not be directed at children or suggest devices are suitable for paediatric use if not registered for that use
  • No testimonials from healthcare professionals for consumer advertising that imply medical endorsement beyond what the technical documentation supports
  • Prescription-equivalent devices (devices requiring professional involvement) should not be advertised to the general public in a way that encourages self-prescription

Swissmedic Oversight​

Swissmedic can review advertising on its own initiative or following complaints. Enforcement actions range from requesting withdrawal of non-compliant advertising to formal administrative proceedings under TPA.

Official Sources​

Disclaimer

AI-assisted content for navigation only. Always verify against official Swissmedic and Fedlex sources. Not legal or regulatory advice.