Legal protection · 06
Advertising by doctors.
Doctors may inform, not promote. Offers, discounts and promotions are excluded by law, and the Ordine is the one who oversees it.
Information, not legal advice. Read on 12 October 2026.
Healthcare advertising
The rule
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Law 145 of 2018, Article 1, paragraph 525
Informational communications by private healthcare facilities and by practitioners registered with professional boards exclude «any element of an attractive or suggestive nature, including communications containing offers, discounts and promotions, that could lead to improper use of health treatments».
Read the textNormattivaHealthcare advertising
The precedents
Filed on 27 September 2024
Court of Cassation, civil section, second division, order 25820 of 2024
- The facts
- A dentist advertises with flyers and billboards saying «low cost» and «free», and with discounts not tied to a starting price. The Ordine suspends him for four months. He had already been censured for non-transparent advertising. The facts predate the 2018 law and do not concern aesthetic medicine.
- What was decided
- Appeal dismissed. The Ordine retains the power to check the «transparency and truthfulness» of the message.
Healthcare advertising
What protects the physician
- An archive of what you publish: text, date, channel.
- Messages that inform about qualifications, services, characteristics of the service and fees, with no offers.
- For «before and after» images: separate consent to publication.
- In the clinical record, what you said about the expected result.
In Fibonacci
- No promotional message goes out automatically to patients.
- Reminders are for the practice. When a patient needs to be called back, the practice does it in its own words.
Healthcare advertising
What these sources do not say
We found no decisions by the Authority for Communications Guarantees or the competition authority on advertising in aesthetic medicine. The precedent concerns the disciplinary power of the Ordine.
The sources
- Law 145 of 2018, article 1, paragraph 536Normattiva
- Code of Medical Ethics, article 76 bisFNOMCeO
- Court of Cassation, civil section, second division, order 25820 of 2024ItalgiureWeb, SentenzeWeb: search by number and year
Read on 12 October 2026. Information, not legal advice.
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