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Regulation Summarise the rules relating to advertising and promotion of medicinal products and medical devices, explaining when the provision of information will be treated as promotional. Do special rules apply to online advertising? Advertising of medicines and medical devices is regulated in the Medicines and Medical Devices Act of 2010 (as amended) (MMDA) and the Medical Devices Act of 2017 (MDA), respectively, while detailed rules are provided in the relevant by-laws. In addition, in 2014, the Serbian Association of Manufacturers of Innovative Drugs (INOVIA) adopted the Code on the Promotion of Prescription-Only Medicines to, and Interactions with, Healthcare Professionals (the INOVIA Code). The MMDA defines advertising as any form of provision of accurate information about a medicinal product or medical device to the general or professional public to encourage prescription, supply, sale or consumption of the product (ie, device). Stating the name of a medicinal product, its

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