Advertising and claims for medical devices in Cyprus
Advertising of, and claims for, medical devices in Cyprus are governed directly by Article 7 of Regulation (EU) 2017/745, which prohibits the use of text, names, trademarks, pictures and figurative or other signs that may mislead the user or the patient as to the device's intended purpose, safety and performance in the labelling, instructions for use, making available, putting into service and advertising of devices. Cyprus has adopted no device-specific advertising instrument: the general-legislation inventory published by the competent authority lists only the harmonisation instruments for the Directives repealed by the MDR and IVDR, and contains no advertising measure. Advertising outside the device framework is dealt with under the general misleading and comparative advertising regime applied by the Υπηρεσία Προστασίας Καταναλωτή (Consumer Protection Service): Directive 2006/114/EC on misleading and comparative advertising, which the Service states it applies to cases where one trader has been misled by the advertising of another trader or is the victim of unfair comparative advertising, and the complaint-handling mechanism of the Φορέας Ελέγχου Διαφήμισης (ΦΕΔ, Advertising Control Body), which the Service has recognised as an appropriate mechanism for examining whether an advertisement is misleading or unfairly comparative as between traders.
- The operative rule is Union law: MDR Article 7 applies directly in Cyprus as a Member State, and its four prohibited misleading effects (points (a) to (d)) need no national transposition.
- No Cypriot device-specific advertising instrument was found in the competent authority's general-legislation inventory; the round-204 inventory of Cypriot instruments (Basic Requirements Laws 2002-2013, the three sets of Basic Requirements Regulations 2003-2013, Decrees 6 and 7) likewise contains no advertising measure.
- The general national layer is the misleading and comparative advertising regime, which is not device-specific and which the Consumer Protection Service describes as covering trader-to-trader cases.
- The ΦΕΔ is a self-regulatory complaints body, not a statutory regulator: the Service receives the ΦΕΔ's finding and decides whether further action is necessary.
Effective from 2021-05-26
Union layer, read verbatim in the Official Journal text of Regulation (EU) 2017/745 (OJ L 117/1, 5.5.2017) via EUR-Lex on 2026-09-16; Article 7 stands in Chapter I ("Scope and Definitions") and is titled "Claims". Date of application as in the D20 fact: Article 123(2) as amended by Article 1(a) of Regulation (EU) 2020/561, whose text reads "Article 123 is amended as follows: (a) in paragraph 2, the date '26 May 2020' is replaced by '26 May 2021'" — hence effectiveFrom 2021-05-26. National layer, verbatim: the Consumer Protection Service notice "Συνεργασία μεταξύ Υπηρεσίας Προστασίας Καταναλωτή και Φορέα Ελέγχου Διαφήμισης" (published 05/04/2023) states: "Ωστόσο η Ευρωπαϊκή Οδηγία 2006/114/ΕΚ η οποία αφορά την παραπλανητική και τη συγκριτική διαφήμιση και η οποία υπάγεται στις Ευρωπαϊκές Οδηγίες που εφαρμόζει η Υπηρεσία καλύπτει περιπτώσεις κατά τις οποίες ένας εμπορευόμενος έχει παραπλανηθεί από διαφήμιση ενός άλλου εμπορευομένου ή αποτελεί θύμα αθέμιτα συγκριτικής διαφήμισης από κάποιον άλλο εμπορευόμενο." [English: "However, European Directive 2006/114/EC, which concerns misleading and comparative advertising and which is among the European Directives applied by the Service, covers cases in which one trader has been misled by the advertising of another trader or is the victim of unfair comparative advertising by another trader."] The same page states: "Η Υπηρεσία Προστασίας Καταναλωτή έχει αναγνωρίσει τον μηχανισμό χειρισμού παραπόνων που ακολουθεί ο Φορέας Ελέγχου Διαφήμισης (ΦΕΔ) ως κατάλληλο μηχανισμό εξέτασης διαφημίσεων προκειμένου να κριθεί αν αυτές αποτελούν παραπλανητική διαφήμιση ενός εμπορευομένου προς άλλο εμπορευόμενο ή αν αποτελούν αθέμιτα συγκριτική διαφήμιση." [English: "The Consumer Protection Service has recognised the complaint-handling mechanism followed by the Advertising Control Body (ΦΕΔ) as an appropriate mechanism for examining advertisements in order to judge whether they constitute misleading advertising by one trader to another or unfair comparative advertising."] The page then reproduces the criteria for misleading advertising — including at point (a) the characteristics of goods such as "καταλληλότητα, χρήσεις, ποσότητα, προδιαγραφές … ή τα αναμενόμενα από τη χρήση τους αποτελέσματα", i.e. suitability, uses, quantity, specifications and expected results of use — and the eight conditions for lawful comparative advertising, which track Article 3(a) and Article 4 of Directive 2006/114/EC. What this national layer does NOT do, and why it is a supplement only: it is not a device instrument, it does not reproduce Article 7 MDR or its four points, and it routes trader-to-trader advertising disputes through a self-regulatory body whose finding the Service then evaluates. No Cypriot provision penalising misleading advertising of a medical device specifically was found, and none is asserted. The negative finding on device-specific advertising instruments rests on the CYMDA general-legislation page read on 2026-09-16, whose verbatim list of the instruments Cyprus adopted for harmonisation with the acquis is quoted in the D20 note above; that list contains no advertising measure.

