Newsletter | Intellectual Property 25/08/2026

With the “Guidelines - Use of Artificial Intelligence Systems in Promotional Materials” issued on 24 July 2026, AIFA’s Office for Medicines Information and Advertising Surveillance published its first guidance document dedicated to the use of AI in pharmaceutical promotional materials addressed to healthcare professionals. The guidelines cover both materials prepared with the support of generative AI models and those incorporating chatbots or virtual assistants designed to provide information on medicinal products.

In their latest newsletter, Chiomenti professionals examine these guidelines, which do not introduce any additional obligations beyond the current regulatory framework (Legislative Decree No. 219/2006, the AI Act and the GDPR), but rather clarify how such rules should be applied in practice.