Medical device advertising in Estonia is governed by the general Advertising Act, and Ravimiamet supervises and prosecutes it
Estonia has no device-specific advertising statute; device advertising is governed by the general Advertising Act (Reklaamiseadus), and the Act expressly names medical devices in the bodies that supervise and prosecute it. Under § 30(2)(1), in addition to the general supervision of the Consumer Protection and Technical Regulatory Authority (Tarbijakaitse ja Tehnilise Järelevalve Amet, TTJA) under § 30(1), Ravimiamet supervises compliance with the requirements of Chapter 2 of the Act in respect of medical device advertising (and Chapter 2 plus § 18 in respect of medicinal product advertising); under § 36(2)(1) Ravimiamet is the extra-judicial body for the misdemeanours under §§ 33–35 in respect of violations of Chapter 2 in medical device advertising. The substantive general rules that therefore apply to a device advertisement are: it must be clearly distinguishable from other information under ordinary attention, and its content, design and manner of presentation must ensure that it is understood to be advertising, and it must clearly contain the name of the advertiser and its registered or applied-for Estonian or European Community trade mark or domain name (§ 3(1)–(2)); advertising that in any way misleads or is likely to mislead the persons to whom it is addressed or whom it reaches and which, by its misleading character, may affect their economic behaviour, or which for those reasons harms or may harm a competitor of the advertiser, is prohibited (§ 4(1)), and advertising is deemed misleading in particular where it gives misleading information about the availability, quantity, composition, usability, presence of accessories, technical data, the risks connected with use and storage including environmental safety, the manner and time of production, supply or provision, or the place of production or country of origin (§ 4(2)(1)); and advertising of technically complex goods, goods containing dangerous substances, or goods requiring special skill in use must contain a call to read the instructions for use and, where necessary, to consult a specialist, while advertising of goods intended for professional use only must contain information to that effect (§ 7(1), (3)).
- These provisions are framed on 'kaup' (goods), which § 2(1)(2) defines as a thing or right offered for sale, sold or otherwise marketed — a medical device is a good, so the general rules reach it without a device-specific rule.
- Violation of the general advertising requirements is a misdemeanour under § 33 (fine up to 300 fine units for a natural person and up to EUR 400,000 for a legal person); § 36(2) names TTJA and, within their competence, the listed administrative bodies as extra-judicial bodies, Ravimiamet's competence for medical device advertising following from § 36(2)(1).
- The Act's health-adjacent special regimes are separate and do not cover devices: § 22 (health service advertising) is supervised and prosecuted by Terviseamet, and the regime for medicinal products sits in the Ravimiseadus (Medicinal Products Act), with Ravimiamet's Advertising Act competence for medicinal products extending to § 18 as well as Chapter 2. The Advertising Act contains no medical device advertising section of its own — device advertising is reached through Chapter 2 and the supervision and enforcement assignment in §§ 30 and 36.
- The Act's § 7(3) professional-use rule and § 7(1) instructions-for-use call are the closest thing in Estonian law to device-specific promotion content rules, and they apply to a device because it is a 'good' that may be technically complex, contain dangerous substances, require special skill in use, or be intended for professional use only.
- The current wording of § 30(2)(1) and § 36(2)(1) was set by RT I, 20.11.2024, 1 (in force 01.01.2025); § 18 (advertising of narcotic and psychotropic substances) is part of Ravimiamet's remit only for medicinal product advertising, not for medical device advertising.
Language of source: Estonian. Verbatim § 30(2): "Lisaks käesoleva paragrahvi lõikes 1 sätestatule teostavad järelevalvet järgmiste haldusorganite ametiisikud vastavalt oma pädevusele: 1) Ravimiamet käesoleva seaduse 2. peatükis ning §-s 18 sätestatud nõuete järgimise üle meditsiiniseadme ja ravimi reklaami osas;" § 36(2): "Käesoleva seaduse §-des 33–35 sätestatud väärteo kohtuvälised menetlejad on Tarbijakaitseamet ja vastavalt oma pädevusele järgmised haldusorganid: 1) Ravimiamet käesoleva seaduse 2. peatükis ning §-s 18 sätestatud nõuete rikkumise korral meditsiiniseadme ja ravimi reklaami osas;" § 3(1): "Reklaam peab tavalise tähelepanu korral olema selgelt eristatav muust teabest ning selle sisu, kujundus ja esitlusviis peavad tagama arusaamise, et tegemist on reklaamiga." § 3(2): "Reklaamis peab selgelt eristatavalt sisalduma reklaami tellija nimi, tema registreerimisel olev või registreeritud Eesti või Euroopa Ühenduse kaubamärk või domeeninimi." § 4(1): "Reklaam, mis ükskõik millisel viisil eksitab või tõenäoliselt eksitab isikuid, kellele see on suunatud või kelleni see jõuab, ja mis oma eksitava iseloomu tõttu võib mõjutada nende isikute majanduskäitumist või nimetatud põhjustel kahjustab või võib kahjustada reklaami tellija konkurenti, on keelatud." § 4(2)(1): "kättesaadavus, kogus, koostis, kasutamiskõlblikkus, lisatarvikute olemasolu, tehnilised andmed, kasutamise ja hoidmisega seotud riskid, sealhulgas keskkonnaohutus, valmistamise, varumise või osutamise viis ja aeg, tootmispaik või päritolumaa;" § 7(1): "Tehniliselt keeruka, ohtlikke aineid sisaldava või kasutamisel erioskust nõudva kauba reklaam peab sisaldama üleskutset lugeda kasutusjuhendit ja vajaduse korral konsulteerida spetsialistiga." § 7(3): "Ainult professionaalseks kasutamiseks mõeldud kauba või teenuse reklaam peab sisaldama sellekohast teavet." English translation: § 30(2)(1) 'In addition to subsection 1 of this section, officials of the following administrative bodies carry out supervision according to their competence: 1) Ravimiamet over compliance with the requirements laid down in Chapter 2 and in § 18 of this Act in respect of advertising of medical devices and medicinal products;' § 36(2)(1) 'The extra-judicial bodies for the misdemeanour provided in §§ 33–35 of this Act are the Consumer Protection Board and, according to their competence, the following administrative bodies: 1) Ravimiamet in the case of violation of the requirements laid down in Chapter 2 and in § 18 of this Act in respect of advertising of medical devices and medicinal products;' § 3(1) 'Under ordinary attention, advertising must be clearly distinguishable from other information, and its content, design and manner of presentation must ensure the understanding that it is advertising.' § 3(2) 'Advertising must clearly and distinguishably contain the name of the advertiser and its registered or applied-for Estonian or European Union trade mark or domain name.' § 4(1) 'Advertising which in any way misleads or is likely to mislead the persons to whom it is addressed or whom it reaches, and which by its misleading character may influence the economic behaviour of those persons or for those reasons harms or may harm a competitor of the advertiser, is prohibited.' § 4(2)(1) 'availability, quantity, composition, usability, presence of accessories, technical data, the risks connected with use and storage, including environmental safety, the manner and time of production, supply or provision, the place of production or country of origin;' § 7(1) 'Advertising of goods that are technically complex, contain dangerous substances, or require special skill in use must contain a call to read the instructions for use and, where necessary, to consult a specialist.' § 7(3) 'Advertising of goods or services intended for professional use only must contain information to that effect.'

