As of 27 June 2025, Italy has taken a major step in modernizing the advertising of medical devices by issuing new guidelines tailored to the realities of digital communication.
Artificial intelligence is rapidly transforming the life sciences sector — and its impact on the medical devices industry is particularly significant, especially after the coming into force of the EU AI Act. From diagnostics to patient monitoring and personalized treatments, AI-powered medical technologies are reshaping the future of healthcare in Italy, Europe, and globally. But as innovation accelerates, so does the need for a robust legal framework — especially under the recently adopted AI Act.
The use of artificial intelligence in medical devices already involves compliance with specific legal requirements to protect patient health.
We give guidance in this infographic on the do’s and don’ts from a regulatory standpoint of advertising medicines in Italy, which is becoming increasingly regulated.