[Legal limits of (online) marketing for doctors].

Abstract:

:The online marketing of physicians must be measured against the same advertising regulations as conventional marketing. In this context, the Medical Professional Code of Conduct, the Medical Products Advertising Act ("Heilmittelwerbegesetz") and the Law against Unfair Competition are particularly relevant. In addition, data and personal rights aspects have to be considered in the area of online marketing. Despite increasing liberalisation tendencies, there continue to be considerable legal advertising limits for doctors, which are outlined in this article. The relatively high number of current court rulings cited in the article also shows that there are questions yet to be clarified with regard to all regulations. The judgements, which are often strongly related to the individual cases, have not answered all questions conclusively. Nevertheless, it can be stated that the legal limits of medical marketing have never been more liberal than they are now. :Das Online-Marketing von Ärztinnen und Ärzten muss sich an denselben werberechtlichen Regelungen wie konventionelles Marketing messen lassen. Hier sind v. a. die ärztliche Berufsordnung, das Heilmittelwerbegesetz und das Gesetz gegen unlauteren Wettbewerb relevant. Im Bereich des Online-Marketing kommen insbesondere noch daten- und persönlichkeitsrechtliche Aspekte hinzu. Trotz zunehmender Liberalisierungstendenzen gibt es nach wie vor nicht unerhebliche werberechtliche Grenzen, die in diesem Beitrag skizziert werden. Die relativ hohe Zahl der zitierten aktuellen Gerichtsurteile zeigt zudem, dass es zu allen Regelungen noch klärungsbedürftige Fragen gibt, die auch durch die oftmals sehr einzelfallbezogenen Urteile nicht immer abschließend beantwortet worden sind. Gleichwohl kann man festhalten, dass die rechtlichen Grenzen ärztlichen Marketings nie weiter waren als jetzt.

journal_name

Aktuelle Urol

journal_title

Aktuelle Urologie

authors

Petersilie F

doi

10.1055/a-0893-6315

subject

Has Abstract

pub_date

2019-08-01 00:00:00

pages

413-423

issue

4

eissn

0001-7868

issn

1438-8820

journal_volume

50

pub_type

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