Clinics who advertise therapeutic goods now must review how they conduct their existing advertising to ensure that claims, images and content comply with Therapeutic Goods Advertising Code 2018. These changes came into effect on 1 January 2019.
The stringent new guidelines are to protect consumers against improper and misleading advertising. Advertisers are required to adhere to the guidelines on all marketing and advertising platforms including print media or digital.
Noncompliance will be a breach of the code and you may be at risk of penalties and expensive fines.
Directive from Sonova:
Compliance with the new Advertising Code
Sonova requires any/all artwork or advertisement promoting a Sonova brand to be pre-approved by the relevant marketing department, prior to market distribution.
To ensure these new advertising requirements are met, any advertisement created by Sonova and/or by the clinic prior to 1 January 2019 are now null and void and are not be used. This includes:
- any business using product images, generic images or logos that are associated with the following Sonova brands: Phonak, Unitron, Advanced Bionics, Roger, Lyric, Dynamic SoundField
- any artwork generated by a Sonova brand and distributed to you
- any artwork produced in-house by your company or clinic or an external agency engaged by your company or clinic
You can read the new Therapeutic Goods Advertising Code (No2) 2018 here.
The Therapeutic Goods Advertising Code 2018 is also supported by guidance, Complying with the Therapeutic Goods Advertising Code (No. 2) 2018