Pharmaceutical Advertising

Also known as: Medicine Advertising, Drug Promotion, OTC Advertising, İlaç Reklamı

In short

The prohibition on advertising medicinal products for human use to the public, whether prescription or over-the-counter, with promotion permitted only to healthcare professionals under the applicable rules.

Under Turkish law, advertising medicinal products for human use to the public is prohibited. The ban covers all prescription and over-the-counter products and applies in addition to the general commercial advertising rules. Promotion of medicinal products is governed by the Regulation on Promotional Activities of Medicinal Products for Human Use of the Turkish Medicines and Medical Devices Agency (TİTCK).

Promotion to Healthcare Professionals

Medicinal products may be promoted only to healthcare professionals such as doctors, dentists and pharmacists. Such promotion must:

Be consistent with the approved summary of product characteristics,
Contain scientific, accurate, current and verifiable information,
Not contain exaggerated or misleading statements,
Not involve disproportionate gifts or benefits to healthcare professionals.

Indirect Advertising Risks

The ban is not limited to direct advertising. In practice the following may also fall within it:

Disease awareness campaigns evoking or steering towards a particular product,
Influencer posts referring to a medicine brand,
Pharmacies promoting medicines on their websites or social media,
Highlighting a product name in news-style content; see Covert Advertising.

Boundary with Non-Medicinal Products

Products such as vitamins and minerals are subject to the medicine advertising ban if licensed as medicines, and to food supplement advertising rules if marketed as food. Presenting food supplements as medicines or claiming they prevent or treat disease is prohibited.

Sanctions

Breach of the ban may lead to TİTCK sanctions and suspension and administrative fines by the Advertising Board.

Frequently Asked Questions

Can over-the-counter medicines be advertised?

No. Under Turkish law, advertising medicinal products for human use to the public is prohibited regardless of whether they are prescription or over-the-counter. Promotion may only be directed to healthcare professionals and within the rules of the legislation.

Can we run a disease awareness campaign?

Disease awareness campaigns that contain no product name or brand and genuinely aim to inform the public are possible. But if the campaign evokes or steers towards a particular product, it may be considered indirect advertising.

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