{"id":29368,"date":"2014-05-20T12:09:36","date_gmt":"2014-05-20T10:09:36","guid":{"rendered":"https:\/\/kpw.law\/hammer-advertising-for-doctors\/"},"modified":"2026-01-06T03:01:49","modified_gmt":"2026-01-06T01:01:49","slug":"hammer-advertising-for-doctors","status":"publish","type":"post","link":"https:\/\/kpw.law\/en\/hammer-advertising-for-doctors\/","title":{"rendered":"Hammer advertising for doctors"},"content":{"rendered":"\n<div class=\"wp-block-group alignfull v4-pattern-hero v4-pattern-hero--post is-style-background-blend is-style-arrow has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-cover alignfull is-light v4-pattern-hero__cover\" style=\"padding-top:var(--wp--preset--spacing--80);padding-bottom:var(--wp--preset--spacing--80);min-height:75vh;aspect-ratio:unset;\"><img data-dominant-color=\"73adbf\" data-has-transparency=\"false\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" sizes=\"auto, 100vw\" class=\"wp-block-cover__image-background wp-image-29361 size-large not-transparent\" alt=\"Hammerwerbung f\u00fcr \u00c4rzte, Heilmittelwerberecht, HWG, Wettbewerbsrecht, Rechtsanwalt, Werbebeigabe\" src=\"https:\/\/kpw.law\/wp-content\/uploads\/Hammerwerbung-fuer-Aerzte-1024x576.jpg\" style=\"--dominant-color: #73adbf; object-position:68% 69%\" data-object-fit=\"cover\" data-object-position=\"68% 69%\" srcset=\"https:\/\/kpw.law\/wp-content\/uploads\/Hammerwerbung-fuer-Aerzte-1024x576.jpg 1024w, https:\/\/kpw.law\/wp-content\/uploads\/Hammerwerbung-fuer-Aerzte-300x169.jpg 300w, https:\/\/kpw.law\/wp-content\/uploads\/Hammerwerbung-fuer-Aerzte-768x432.jpg 768w, https:\/\/kpw.law\/wp-content\/uploads\/Hammerwerbung-fuer-Aerzte-1536x864.jpg 1536w, https:\/\/kpw.law\/wp-content\/uploads\/Hammerwerbung-fuer-Aerzte-2048x1152.jpg 2048w\" \/><span aria-hidden=\"true\" class=\"wp-block-cover__background has-base-background-color has-background-dim-0 has-background-dim\"><\/span><div class=\"wp-block-cover__inner-container has-global-padding is-layout-constrained wp-block-cover-is-layout-constrained\">\n<div style=\"height:5em\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-1d4b5d69 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--80);padding-top:var(--wp--preset--spacing--60)\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-19e250f3 wp-block-group-is-layout-constrained\">\r\n<h1 id=\"multirow-headline-block_da0ae1e25c0d93fa8caed73ebeea53ec\" class=\"wp-block-visual4-multirow-headline\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-size:clamp(3.037rem, 3.037rem + ((1vw - 0.2rem) * 4.938), 6rem);font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">Hammer-Werbung<\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:15%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">for  <\/p>\n\n\n\n<p class=\"has-contrast-color has-text-color has-link-color has-gigantic-font-size wp-elements-e350feab77046aa7b094c9d5ab8f6fb5\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\"><span class=\"v4-marker-highlight-background\">Doctors<\/span>.<\/p>\n\n<\/div> \r\n<\/h1>\n\n\n<div class=\"wp-block-group has-small-font-size is-nowrap is-layout-flex wp-container-core-group-is-layout-76c96157 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--20);margin-bottom:0;padding-top:0;padding-bottom:0;font-style:italic;font-weight:300;text-transform:uppercase\"><div style=\"font-style:italic;font-weight:300;text-transform:uppercase;\" class=\"wp-block-post-date has-small-font-size\"><time datetime=\"2014-05-20T12:09:36+02:00\">20. May 2014<\/time><\/div>\n\n\n<p>from<\/p>\n\n\n<div style=\"font-style:italic;font-weight:600;\" class=\"wp-block-post-author-name\">Clemens Pfitzer<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-c93ec0be wp-block-group-is-layout-constrained\">\n<p><strong>The medical market is highly competitive and so every company tries to win the favor of doctors in particular. To attract attention, one company advertised with hammer prices and included a commercially available hammer as a promotional gift. But is that actually allowed?    <\/strong>The Higher Regional Court of Hamburg has ruled on this.<\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n<h2 class=\"wp-block-heading\" id=\"h-hammer-werbung\">Hammer advertising<\/h2>\n\n<p>A manufacturer of blood glucose monitoring systems advertised its product by sending gift boxes to doctors. It said: <\/p>\n\n<div class=\"wp-block-group v4-pattern-general-quote-box has-kpw-blue-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--60);margin-bottom:var(--wp--preset--spacing--60)\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\" style=\"padding-right:var(--wp--preset--spacing--70);padding-left:var(--wp--preset--spacing--70)\">\n<p><em>Hammer prices are easy on your budget!<\/em><\/p>\n<\/blockquote>\n<\/div>\n\n<p>and<\/p>\n\n<div class=\"wp-block-group v4-pattern-general-quote-box has-kpw-blue-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--60);margin-bottom:var(--wp--preset--spacing--60)\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\" style=\"padding-right:var(--wp--preset--spacing--70);padding-left:var(--wp--preset--spacing--70)\">\n<p>Q<em><em>uality at a great price<\/em><\/em><\/p>\n<\/blockquote>\n<\/div>\n\n<p>The box also contained a commercially available hammer as a promotional gift.<\/p>\n\n<p>A <a href=\"https:\/\/kpw.law\/en\/topics\/competitor\/\">competitor <\/a>considered this form of advertising to be inadmissible because the advertising statement was misleading and the hammer was an inadmissible advertising gift <a href=\"https:\/\/kpw.law\/rechtsgebiet\/wettbewerbsrecht\/\">under the law on therapeutic products<\/a>.<\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-entscheidung-des-gerichts-zur-hammerwerbung\">Decision of the court on hammer advertising<\/h2>\n\n<p>The OLG Hamburg (<a title=\"OLG Hamburg - Judgment of 20.03.2014 - Ref. 3 U 96\/13\" href=\"https:\/\/openjur.de\/u\/688517.html\" target=\"_blank\" rel=\"noopener\">Judgment of 20.03.2014 &#8211; Ref. 3 U 96\/13 <\/a>) ruled in favor of the competitor and banned the advertising.<\/p>\n\n<p>The statement about hammer prices saving the budget is misleading, as the products advertised in this way do not actually save the doctor&#8217;s drug budget, but would either have the same or even a higher impact.<\/p>\n\n<p>The hammer as a promotional gift is a promotional gift for doctors that is inadmissible under the law on advertising medicinal products. According to the statutory provisions, an advertising gift to doctors is only permitted if the advertising gift is intended for use in the medical practice, i.e. if it is connected with the medical treatment activity. A normal hammer, which could at best be used for repair work in the practice, is therefore an inadmissible advertising gift.  <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-fazit\">Conclusion<\/h2>\n\n<div class=\"wp-block-columns v4-pattern-text-copy-half-col is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>This case shows once again that particular caution is required when advertising to doctors. While a hammer would not normally be objectionable as a promotional gift, it is banned in relation to doctors due to the tough rules of the law on advertising medicinal products. <\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n<\/div>\n\n<div class=\"wp-block-group alignwide has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--80);margin-bottom:var(--wp--preset--spacing--80)\">\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide v4-pattern-cta-box has-secondary-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-a7c0d175 wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-right:0;padding-bottom:0\">\n<div class=\"wp-block-columns alignwide are-vertically-aligned-top v4-pattern-cta-box__columns is-layout-flex wp-container-core-columns-is-layout-ec2e7a44 wp-block-columns-is-layout-flex\" style=\"padding-top:0;padding-bottom:0\">\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column is-layout-flow wp-container-core-column-is-layout-bce6ca70 wp-block-column-is-layout-flow\" style=\"padding-top:var(--wp--preset--spacing--50);padding-bottom:0;flex-basis:60%\">\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-right is-layout-constrained wp-container-core-group-is-layout-5c12a1d1 wp-block-group-is-layout-constrained\">\r\n<div id=\"multirow-headline-block_82d05475c74c1247937ae2690ead4c58\" class=\"wp-block-visual4-multirow-headline alignwide\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">We are happy to<\/p>\n\n\n\n<p class=\"has-text-align-left has-x-large-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:8%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">advise you about<\/p>\n\n\n\n<p class=\"has-text-align-left\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-size:clamp(2.2rem, 2.2rem + ((1vw - 0.2rem) * 3), 4rem);font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">Competition law!<\/p>\n\n<\/div> \r\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-5c3c14bb wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:var(--wp--preset--spacing--30)\">\r\n\r\n<div class=\"wp-block-visual4-contact-modal__button\">\r\n            \r\n        <div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\r\n            \r\n\r\n<div class=\"wp-block-button v4-contact-modal-button is-style-fill\" style=\"font-style:normal;font-weight:600\" data-form-id=\"8\"><a class=\"wp-block-button__link has-contrast-color has-base-background-color has-text-color has-background has-link-color wp-element-button\">Contact form<\/a><\/div>\r\n\r\n        <\/div>\r\n        \r\n    <\/div>\n\n\n<div class=\"wp-block-buttons is-style-mobile-only is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-fc4fd283 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-arrow is-style-fill\"><a class=\"wp-block-button__link has-base-background-color has-background wp-element-button\" href=\"tel:4971141019030\" style=\"padding-right:var(--wp--preset--spacing--50);padding-left:var(--wp--preset--spacing--50);font-style:normal;font-weight:600\">Call now!<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column v4-pattern-cta-box__columns-column--image is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<figure class=\"wp-block-image size-full v4-pattern-cta-box__columns-column__image\"><img decoding=\"async\" src=\"https:\/\/kpw.law\/wp-content\/themes\/kpw-law\/assets\/samples\/person-cropped.png\" alt=\"\" class=\"wp-image-23155\" \/><\/figure>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Hammer advertising and its legal limits for doctors in the competitive medical market. What is allowed for advertising gifts to doctors? <\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"single-post","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[4904],"tags":[5884,5881,5336,5882,5883,5637,5885,5153],"thema":[],"rechtsgebiet":[4987],"produkt":[4913,5134,4981,4984,4985,4982,5775],"class_list":["post-29368","post","type-post","status-publish","format-standard","hentry","category-general","tag-advertising-gift","tag-blood-sugar","tag-doctor","tag-hammer","tag-hammer-price","tag-prohibition-of-advertising-under-pharmaceutical-law","tag-promotional-gift","tag-therapeutic-products-advertising-law","rechtsgebiet-competition-law","produkt-advertising-advice","produkt-advice-on-competition-law","produkt-defense-against-warning-letter-under-competition-law","produkt-defense-against-warning-letter-under-drug-advertising-law","produkt-prosecution-for-breach-of-the-law-on-the-advertising-of-therapeutic-products","produkt-prosecution-of-infringement-of-competition-law","produkt-successfully-combating-competition-law-infringements"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Hammer advertising for doctors inadmissible<\/title>\n<meta name=\"description\" content=\"Hammer advertising and its legal limits for doctors in the competitive medical market. 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