Medical Advertising in Ireland

A report calling for the regulation of direct-to-consumer advertising of medical and surgical procedures in Ireland has been published by the Irish College of Ophthalmologists (ICO), the national training and professional body for eye doctors.

The ‘Direct to Consumer Medical Advertising in Ireland – Informing and empowering patients, doctors and healthcare professionals’  has been drafted by the ICO in response to growing concerns relating to the marketing and advertising of elective procedures, currently unregulated in Ireland.  

The ICO has stated that regulations are required to provide a clear framework to ensure that people considering a procedure can make fully informed, unbiased decisions and under which, advertisers can be held to account if required.  The report highlights that regulation is necessary to reflect the changing market, particularly the significant growth in elective procedures and the increasing use of digital marketing. 

Under the key recommendations contained in the report, the ICO is proposing to Government that provisions specific to the responsible advertising of medical and surgical procedures be included in the forthcoming Patient Safety (Licensing) Bill to ensure that all medical facilities offering such services be regulated in this regard.

Read full Report

Today with Sean O'Rourke, RTE Radio 1, Interview with Dr Billy Power, Eye Surgeon and ICO President - Monday, 11 January 2016 

Listen Here

The Irish Times feature by Health Correspondent, Paul Cullen on the publication of the Medical Advertising in Ireland report by the ICO

Medical Independent 

13 January 2016