Medical advertising in the European Union is not a single ruleset — it is a patchwork of national laws layered on EU-wide patient rights directives. What is permitted in one corridor can trigger regulatory action in another. Here are the five guardrails our legal desk applies before approving any exhibitor marketing material at Kazel Medica events.
1. No outcome guarantees
Phrases like "guaranteed results," "cure," or "100% success rate" are prohibited across all EU member states for medical services. This applies to booth graphics, brochures, verbal pitches, and digital screens. Our floor team will ask you to remove or cover non-compliant messaging.
2. Before/after imagery restrictions
Before/after photographs for surgical procedures are restricted or prohibited in Germany, France, and Austria. They are permitted with caveats in other jurisdictions. Default position: do not display them on the floor unless you have verified the rules for your specific target market.
3. Pricing transparency
If you display prices, they must be all-inclusive or clearly itemised. Hidden fees disclosed only during the patient consultation create liability for both the provider and the event organiser. Show real prices or do not show prices.
4. GDPR at the booth
Collecting patient contact details at a health tourism exhibition constitutes processing of health-adjacent personal data. You need a compliant consent mechanism — a QR code to a GDPR-compliant form, not a paper list. We provide a template.
5. Testimonials and case studies
Patient testimonials are regulated as medical advertising in most EU jurisdictions. Anonymised case studies with documented outcomes are generally safer. Our compliance team reviews all testimonial usage on request.
