{"id":3499,"date":"2026-03-20T12:38:27","date_gmt":"2026-03-20T11:38:27","guid":{"rendered":"https:\/\/schneller.legal\/german-advertising-of-medicinal-products-act-hwg-explained-simply-what-companies-need-to-know\/"},"modified":"2026-03-20T13:06:01","modified_gmt":"2026-03-20T12:06:01","slug":"german-advertising-of-medicinal-products-act-hwg-explained-simply-what-companies-need-to-know","status":"publish","type":"post","link":"https:\/\/schneller.legal\/en\/german-advertising-of-medicinal-products-act-hwg-explained-simply-what-companies-need-to-know\/","title":{"rendered":"German Advertising of Medicinal Products Act (HWG) Explained Simply: What Companies Need to Know"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"3499\" class=\"elementor elementor-3499 elementor-3488\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5ddb645 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5ddb645\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-946a234\" data-id=\"946a234\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f316d52 elementor-widget elementor-widget-text-editor\" data-id=\"f316d52\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The German Advertising of Medicinal Products Act (HWG) imposes special requirements on advertising in the healthcare sector. Companies in the pharmaceutical, medical device, and health industries must therefore follow strict rules when promoting their products or services.<\/p><p>Many violations are not intentional but occur because marketing departments underestimate the complexity of the regulations. The consequences can include warning letters, cease-and-desist claims, or fines.<\/p><p>This article explains in simple terms what the HWG regulates and what companies should pay attention to in practice.<br \/><br \/><\/p><h2>What is the Advertising of Medicinal Products Act?<\/h2><p>The HWG is a special law governing advertising in the healthcare sector.<\/p><p>Its purpose is to protect consumers from misleading or inappropriate advertising for medical products and treatments.<\/p><p>It applies in particular to advertising for:<\/p><ul><li>Medicinal products<\/li><li>Medical devices<\/li><li>Medical treatments<\/li><li>Therapeutic procedures<\/li><li>Food supplements with health-related claims<\/li><\/ul><p>The law supplements other regulations, for example those in competition law or pharmaceutical law.<br \/><br \/><\/p><h2>Who does the HWG apply to?<\/h2><p>The HWG affects a wide range of companies and actors in the healthcare market, for example:<\/p><ul><li>Pharmaceutical companies<\/li><li>Medical device manufacturers<\/li><li>Pharmacies<\/li><li>Doctors and clinics<\/li><li>Providers of healthcare services<\/li><li>Manufacturers of food supplements<\/li><\/ul><p>Agencies or marketing departments that create advertising for these sectors must also comply with the rules.<br \/><br \/><\/p><h2>What advertising is prohibited under the HWG?<\/h2><p>The HWG contains numerous advertising prohibitions. Violations are particularly common in the following areas:<\/p><h3>Misleading claims about effectiveness<\/h3><p>Advertising must not contain false or scientifically unproven claims about effectiveness.<\/p><p>Problematic examples include:<\/p><ul><li>\u201cguaranteed cure\u201d<\/li><li>\u201cscientifically proven\u201d without supporting studies<\/li><li>exaggerated success rates<\/li><\/ul><p>Courts examine very strict whether a scientific basis for such claims exists.<\/p><h3>Advertising using fear or pressure related to illness<\/h3><p>Advertising must not create the impression that not using a product poses health risks.<\/p><p>Example:<\/p><ul><li>\u201cIf you do not use this product, you risk serious health consequences.\u201d<\/li><\/ul><p>Such statements are considered improper influence.<\/p><h3>Advertising with before-and-after depictions<\/h3><p>For certain medical treatments, before-and-after images may be inadmissible\u2014especially for surgical or aesthetic procedures.<\/p><p>The legislator aims to prevent consumers from being pressured into medical treatments through such representations.<\/p><h3>Advertising with recommendations from doctors<\/h3><p>Advertising that uses medical endorsements or testimonials can also be problematic.<\/p><p>Examples:<\/p><ul><li>\u201cRecommended by doctors\u201d<\/li><li>\u201cDr. X recommends this product\u201d<\/li><\/ul><p>Such statements are only permissible under strict conditions.<br \/><br \/><\/p><h2>Special rules for prescription medicines<\/h2><p>Particularly strict rules apply to prescription-only medicines.<\/p><p>They must not be advertised to the general public. Advertising is only permitted for professional audiences such as doctors or pharmacists.<\/p><p>Companies must therefore clearly distinguish between:<\/p><ul><li>Advertising aimed at professionals<\/li><li>Advertising aimed at consumers<\/li><\/ul><h3>Common mistakes in practice<\/h3><p>In practice, violations often arise from seemingly harmless marketing measures, such as:<\/p><ul><li>Health claims on websites<\/li><li>Social media posts about medical effects<\/li><li>Influencer collaborations in the healthcare sector<\/li><li>Study or expert quotes without sufficient basis<\/li><li>Impermissible before-and-after depictions<\/li><\/ul><p>Online marketing and social media, in particular, are increasingly leading to warning letters.<br \/><br \/><\/p><h2>What are the consequences of violations?<\/h2><p>Violations of the HWG can have significant legal consequences.<\/p><p>Typical consequences include:<\/p><ul><li>Competition law warning letters<\/li><li>Cease-and-desist claims<\/li><li>Court proceedings<\/li><li>Claims for damages<\/li><li>Fines<\/li><\/ul><p>Violations are most often pursued by competitors or competition associations.<br \/><br \/><\/p><h2>Why legal review is important in healthcare marketing<\/h2><p>Advertising in the healthcare sector requires careful legal review before campaigns are published.<\/p><p>Companies should in particular have the following reviewed:<\/p><ul><li>Advertising claims about medical effects<\/li><li>Study and expert references<\/li><li>Social media campaigns<\/li><li>Product descriptions on websites<\/li><li>Influencer marketing in the healthcare sector<\/li><\/ul><p>Early legal advice can help avoid warning letters and costly disputes.<br \/><br \/><\/p><h2>Advertising of Medicinal Products Act: What is allowed?<\/h2><p>The HWG sets high standards for advertising in the healthcare sector. Companies must ensure that they do not make misleading or scientifically unproven claims about medical effects.<\/p><p>Because the boundaries of permissible advertising are often complex, a legal review of marketing measures before publication is recommended.<\/p><p>This helps minimize legal risks.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5b57b14 elementor-widget elementor-widget-button\" data-id=\"5b57b14\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/schneller.legal\/en\/contact\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Contact us now and secure your initial consultation<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>The German Advertising of Medicinal Products Act (HWG) imposes special requirements on advertising in the healthcare sector. Companies in the pharmaceutical, medical device, and health industries must therefore follow strict rules when promoting their products or services. Many violations are not intentional but occur because marketing departments underestimate the complexity of the regulations. The consequences [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3499","post","type-post","status-publish","format-standard","hentry","category-allgemein"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Advertising of Medicinal Products Act: What is allowed? | SCHNELLER LEGAL<\/title>\n<meta name=\"description\" content=\"German Advertising of Medicinal Products Act (HWG) explained simply. 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