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At
the beginning of April, a draft amendment to the Act on the Regulation of
Advertising and the Act on Medical Devices and In Vitro Diagnostic Medical
Devices was circulated to Members of Parliament. Among other things, it focuses
on advertising of selected sensitive commodities, including human medicinal
products and medical devices.
The
scope of the Act is not limited to B2C relationships, i.e. advertising
directed at the general public, but also extends to B2B relationships,
including advertising targeted at healthcare professionals and employees of
healthcare providers.
The
expected effective date of the amendment is 1 January 2027.
In the following article, we present selected areas of the proposal in relation to specific product categories.
Medicinal Products
The draft expands the definition of advertising, under which all forms of information, market research or incentives intended to promote prescribing, sale, dispensing or consumption will newly be considered advertising.
The amendment also sets out strict conditions under which patient programmes may be conducted so that they are not regarded as impermissible advertising.
Changes will also affect advertising targeted at healthcare professionals. Commercial representatives will newly be allowed to provide Summaries of Product Characteristics (SPC) and reimbursement information also in the form of a link to a source enabling remote access.
Conversely, stricter rules will apply to the provision of free samples, including limits related to the duration of treatment.
The amendment also introduces exemptions from regulation, particularly for incentive programmes run by health insurance funds and for educational programmes aimed at non-physician healthcare professionals.
Medical Devices (MD) and In Vitro Diagnostic Medical Devices (IVD)
For medical devices and in vitro diagnostic medical devices, the definition of advertising is both expanded and clarified. Advertising will explicitly include, for example, lotteries, similar games, or consumer experience-based testing.
A more precise definition is also introduced for the recipients of comparative advertising, replacing the previously used general term “professionals”.
As with medicinal products, certain exemptions from regulation are defined.
A separate section is dedicated to patient programmes, which aim to improve awareness of diseases, diagnosis and treatment, as well as to support patient cooperation in healthcare provision and to provide training and guidance on the proper use of prescribed medical devices.
Fines
The amendment introduces new obligations and therefore significantly expands the list of actions (administrative offences) subject to penalties.
A fine of up to CZK 500,000 may newly be imposed, for example, for conducting patient programmes in breach of the law—whether due to violation of their intended purpose, content, or the provision of prohibited benefits to patients. The same fine applies to failure to meet notification obligations towards SÚKL, breaches of hospitality rules in online professional meetings, and similar cases.
Fines of up to CZK 2,000,000 are newly expressly applicable to organising prohibited competitions, lotteries and user tests for medicinal products and medical devices, for missing or outdated information in advertising directed at professionals, or for exceeding limits on the number of samples.
Fines of up to CZK 5,000,000 may be imposed for suggesting that the safety of a medicinal product is guaranteed by its natural origin, for using inappropriate depictions of bodily changes, or for providing gifts and benefits to healthcare professionals that are unrelated to their professional activities, among other violations.
Healthcare professionals themselves may newly face fines of up to CZK 100,000 if they actively request prohibited benefits or excessive hospitality, rather than merely accepting them.
Would you like to stay informed about changes in legislation? Feel free to contact us. At Pharmeca, we help you navigate the complex landscape of
pharmaceutical and medical device information. We also offer flexible services
that can be tailored to your needs at any time.
Our market position and experience allow us to support you whenever you need expert guidance.
Our knowledge, your opportunity.
The text was translated using ChatGPT 5.2.
In proceedings concerning the determination or modification of the amount and conditions of permanent reimbursement of medicinal products, where pharmacoeconomic evidence is submitted, comparative clinical efficacy and safety must be demonstrated against all relevant comparators. According to the methodology of the State Institute for Drug Control (SÚKL), relevant comparators may include therapies that are commonly or routinely used and reimbursed from public health insurance. These are not limited to medicinal products.
The requirement for relevant comparators was modified in 2022 for
proceedings on the reimbursement of orphan medicinal products (Section 39da),
when the advisory body of the Ministry of Health introduced the following
requirement for this specific type of proceedings: “…that any future application for reimbursement of an orphan
medicinal product for which comparators reimbursed from public health insurance
exist (whether with reimbursement determined by the Institute in administrative
proceedings or under Section 16 of Act No. 48/1997 Coll.) must include a
cost-effectiveness analysis against such comparators.”
As a result, in reimbursement proceedings for orphan medicinal
products conducted under Section 39da, therapies reimbursed not routinely but
under exceptional reimbursement pursuant to Section 16 are commonly
included among comparators—even in cases where their use is off-label
within the given indication.
This approach has also been identified in proceedings concerning
the determination of permanent reimbursement for a non-orphan medicinal
product, where SÚKL likewise accepted as a comparator a product reimbursed
under Section 16.
However, in another case involving the use of a comparator
reimbursed under Section 16, SÚKL argued in its assessment report, for example,
as follows: “…treatment provided under Section 16 of the Public Health
Insurance Act is, by its nature, exceptional and cannot be considered the least costly standard option for the purposes of general reimbursement
setting…’”
It remains to be seen whether, in the future, the approach to the use of Section 16 comparators will become harmonised across different groups of medicinal products, and whether the position of Section 16–reimbursed treatments will gain greater importance even in standard reimbursement proceedings.
Section 16 of Act No. 48/1997 Coll., on Public Health Insurance
The competent health insurance fund shall reimburse, pursuant to
Section 19(1)(a), in exceptional cases healthcare services otherwise not
covered by health insurance, provided that the provision of such healthcare
services constitutes the only option in view of the insured person’s health
condition.
Are you interested in reading regular commentaries on decisions by Pharmeca a.s.? Feel free to contact us.
At Pharmeca, we help you navigate the complex landscape of pharmaceutical and medical device information. We also offer flexible services that can be tailored to your needs at any time.
Our market position and experience allow us to support you whenever you need expert guidance.
Our knowledge, your opportunity.
Articles are based on publicly available texts from the decisions of the Ministry of Health of the Czech Republic and the State Institute for Drug Control (SÚKL).
The text was translated using ChatGPT 5.3.
The Public Health Insurance Act No. 48/1997 Coll. provides in Section 16:
“The competent health insurance fund shall reimburse, pursuant to Section 19(1)(a), in exceptional cases healthcare services otherwise not covered by health insurance, provided that the provision of such healthcare services constitutes the only option in view of the insured person’s health condition.”
That such requests are not rare is evidenced, for example, by statistics published by the General Health Insurance Company of the Czech Republic.
Each European country approaches
the pricing and reimbursement of medicines in its own way. The common objective
is to ensure access to medicines that meet EU-wide standards of quality, safety
and efficacy. However, differences in the design of national systems have a
direct impact not only on price levels, but also on the availability of
medicines, market structure and manufacturers’ behaviour.
Number of Initiated
Proceedings: The Reality of the Czech Market
According to the European
Medicines Agency Annual Report (European Medicines Agency, 2025), a total of
114 medicines were authorised through the centralised procedure in 2024,
including 46 medicines containing a new active substance (the authorisation of
one product was subsequently withdrawn).
Our analysis, conducted as of 1 March 2026, confirms that among medicines containing a new active substance approved by the European Medicines Agency in 2024:
These figures suggest that the
path of new innovative medicines to the Czech market is often slow and
administratively demanding, which may have a direct impact on both patients and
manufacturers.
The Question: Reasons for
Delays
The 2025 study Medicines: Regulation versus Patient Needs, conducted by the Initiative for Efficient Healthcare (Hlávka et al., 2025), points out that the strict and long-standing rules governing reimbursement determination are primarily focused on limiting the budgetary impact. Typical measures include:
Such restrictions directly affect
the availability of medicines and may reduce the attractiveness of the Czech
market for manufacturers, which can lead to delayed market entry of innovative
therapies.
Recommendations: Flexibility
and Modern Financing Instruments
The authors of the study recommend:
The study also highlights additional factors affecting the market, including dependence on imports, the underutilised potential of pharmacists, the need to work with real-world data, and the importance of supporting competitiveness and self-sufficiency in the pharmaceutical sector. The patient perspective is not overlooked either:
“For medicines to be
effective, it is essential that patients understand their disease and therapy,
and that they know why and how to use medicines correctly and safely.”
Source:
European
Medicines Agency. (2025). Annual report 2024. Publications Office.
https://data.europa.eu/doi/10.2809/6143038
Hlávka, J., Klimková, V., Brychtová, M., Selinger, E., Přecechtěl, Š., Milošič, A., Chadimová, K., Decker, B., Navrátil, M., Vaniš, K., & Kučera, M. (2025, září). IEZ_Studie_Zdravotnictvi pro budoucnost_4-Leciva.pdf. Studie 2025: Léčiva: regulace versus potřeby pacientů. https://www.efektivnizdravotnictvi.cz/post/studie-2025-leciva-regulace-versus-potreby-pacientu
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In 2025, 12 decisions of the State Institute for Drug Control (SÚKL) became legally effective in administrative proceedings relating to the determination of price and reimbursement for orphan medicinal products. Although the system introduced in 2022 is formally structured around SÚKL decisions, the Institute may not deviate from the binding opinion of the Ministry of Health of the Czech Republic.
A simplified process scheme follows:
The determination of prices and reimbursement of medicinal products is based on external price referencing, within which foreign prices denominated in foreign currencies are converted into Czech crowns.
Currently, foreign prices are converted using the quarterly average exchange rate published by the Czech National Bank for the calendar quarter preceding the calendar quarter in which the administrative proceedings were initiated (the “relevant exchange rate”).
According to the amendment to the implementing decree, where no more than three manufacturer prices of a given medicinal product are available and the relevant exchange rate differs by more than 10 % from the average exchange rates over the six quarters preceding the relevant exchange rate, the conversion for the affected medicinal product is carried out using the average exchange rate over those six quarters.
Where more than three manufacturer prices of a given medicinal product are available and the relevant exchange rate differs by more than 10 % from the average exchange rates over the six quarters preceding the relevant exchange rate, such a price is excluded from the calculation.
To make it easier to assess whether these conditions are met, we have updated a visual support tool on our website.
With a single click, you can now find not only the relevant average exchange rate for the preceding quarter but also its deviation compared to the previous six quarters.
Pharmeca a.s. provides services within the scope defined by the following legislative framework:
Act No. 48/1997 Coll., on Public Health Insurance and on Amendments to Certain Related Acts, as amended.
Implementing regulations (selected):
Act No. 551/1991 Coll., on the General Health Insurance Company of the Czech Republic, as amended.
Act No. 280/1992 Coll., on sectoral, professional, company and other health insurance companies, as amended.
Implementing regulations to the Health Insurance Acts (selected):
Act No. 592/1992 Coll., on Premiums for Public Health Insurance, as amended.
Implementing Regulation:
Act No. 526/1990 Coll., on Prices, as amended.
Price regulations / price decisions – Medicinal Products (selected):
Price Decisions – Medical Devices:
Act No. 378/2007 Coll., on Medicinal Products and on Amendments to Certain Related Acts, as amended.
Implementing regulation (selected):
Act No 167/1998 Coll, on Addictive Substances and on Amendments to Certain Other Acts, as amended
Implementing regulation (selected):
Act No. 288/2025 Coll., on the Categorisation of Medical Devices Prescribed on Vouchers Reimbursed from Public Health Insurance and on Amendments to Act No. 48/1997 Coll., on Public Health Insurance and on Amendments to Certain Related Acts (the Medical Devices Categorisation Act), as amended
Act No. 375/2022 Coll., on Medical Devices and In Vitro Diagnostic Medical Devices, as amended.
Implementing regulation (selected):
Act No 376/2022 Coll., amending certain Acts in connection with the adoption of the Act on Medical Devices and In Vitro Diagnostic Medical Devices, as amended.
Act No. 268/2014 Coll., In Vitro Diagnostic Medical Devices, as amended.
Act No. 89/2021 Coll., on Medical Devices and on Amendments to Act No. 378/2007 Coll., on Medicinal Products and on Amendments to Certain Related Acts (the Medicinal Products Act), as amended.
Implementing regulation:
Act No. 22/1997 Coll., on Technical Requirements for Products and on Amendments to Certain Related Acts, as amended.
Act No. 90/2016 Coll., on Conformity Assessment of Specified Products when Supplied on the Market, as amended.
Act No. 325/2021 Coll., on Healthcare Digitalisation, as amended, and other related acts, as amended
Act No. 372/2011 Coll., on Health Services and Conditions for Their Provision (the Health Services Act), as amended.
Implementing regulations (selected):
Act No. 40/1995 Coll., on Regulation of Advertising and on Amendments to Act No. 468/1991 Coll., on the Operation of Radio and Television Broadcasting, as amended.
Act No 242/2022 Coll., on Video-sharing Platform Services and on Amendments to Certain Related Acts (the Video-Sharing Platform Services Act), as amended.
Act No. 387/2024 Coll., on General Product Safety and on Amendments to Certain Related Acts, as amended.
Act No. 500/2004 Coll., the Administrative Procedure Code, as amended.
Current price decisions, opinions and methodological gudelines or regulations of the Ministry of Health of the Czech Republic.
Instructions and guidelines of SÚKL.
At the beginning of December, the State Institute for Drug Control (SÚKL) held a seminar entitled Current Topics in Price and Reimbursement Regulation. The following article presents key practical information delivered at the seminar and includes SÚKL’s interpretation of selected topics previously addressed in the Dawn of the Amendment to the Public Health Insurance Act series.
This article is therefore a transcription of texts based on presentations published on the SÚKL website, where their full versions are available.
The amendment in the area of medicinal products intended for immunisation will ensure full reimbursement of more effective and more modern vaccines.
By submitting an application for the determination of reimbursement pursuant to Section 39db et seq., it is possible to request:
Types of administrative proceedings under the amendment:
Administrative proceedings are initiated only upon submission of the second application, which must be filed within 30 days of the first application. The web-based application forms have been amended to require explicit indication that the case concerns a joint proceeding with another medicinal product.
Withdrawal of one of the applications leads to termination of the
proceedings; all applicants have dispositive rights over the subject matter of
the application.
Assessment of Highly innovative medicinal product (VILP) status
Assessment of Orphan (LPVO) Status
Initiation of an abbreviated review (ZR) following entry of the first PP
Under the amendment, the abbreviated review is initiated only after verification of commercial availability (pursuant to Sections 13a and 13b of Decree No. 376/2011 Coll.) of a reimbursed similar product in relation to the originally reimbursed product.
The market share of all similar products within the relevant ATC group is assessed for a given calendar month, excluding the originally reimbursed product:
Comprehensive review (HR)
Section 39l(3): a reduction of the base reimbursement by more than 80% compared to the base reimbursement established in the first completed comprehensive review.
The justification for applying this provision is assessed either directly within the ongoing comprehensive review or after issuance of a decision in an abbreviated review in which reimbursement decreased by more than 80%.
A comprehensive review cannot be initiated if, within the last 12 months, a decision has been issued in another comprehensive review within the same group of essentially therapeutically interchangeable medicinal products.
In an individual administrative proceeding (ISŘ) concerning a
change in the amount and conditions of reimbursement (VaPÚ), it is not possible
to establish more restrictive reimbursement conditions than those set in the
most recent comprehensive review.
Abbreviated review (ZR)
Abbreviated reimbursement reviews are differentiated for groups containing ZÚLP (savings of CZK 20 million) and groups not containing ZÚLP (savings of CZK 30 million).
Removal of the statutory three-year time limit for conducting an abbreviated maximum price review.
Abbreviated reviews (cost-saving, including savings based on DNC/DoÚ) cannot be initiated if another abbreviated review decision for the same medicinal product group was issued within the last 12 months.
Abbreviated maximum price reviews are conducted for reference groups or groups of essentially therapeutically interchangeable products (the rule based on active substance and route of administration has been removed).
VILP criteria
a) The primary clinically relevant endpoint in the clinical trial demonstrated at least a 30% improvement in a quality-of-life–relevant parameter in direct comparison, or at least a 35% improvement in indirect comparison versus reimbursed therapy; in the case of progression-free survival, median PFS must be extended by at least three months; or
b) Median overall survival is prolonged by at least 30% versus reimbursed therapy, and by at least three months; where median OS is not reached, a reduction in the OS hazard ratio of at least 35% versus reimbursed therapy is demonstrated; or
c) A medicinal product with conditional marketing authorisation pursuant to Regulation (EC) No 726/2004, where no alternative with permanent or temporary reimbursement exists, or where the alternative is supportive or symptomatic treatment only, and the MAH has committed to reimbursing health insurance funds for costs incurred should the conditional authorisation expire, lapse or be withdrawn.
For medicinal products with conditional marketing authorisation applying for VILP status under point (c), criteria under points (a) and (b) are not assessed. The sole condition is the absence of causal treatment within the reimbursement system and the conclusion of an agreement.
Section 17(6): ...upon request of a health insurance fund or MAH, the Institute assesses the benefits and costs associated with the use of such medicinal products. MAHs, health insurance funds and relevant professional societies provide cooperation.
Models – general requirements
The procedure for determining the maximum price (MC) for medicinal products that are significant for the provision of healthcare and which the Ministry of Health, with regard to the public interest in maintaining their availability, designates in a special price measure (Section 39a(3)) is as follows:
a) the average of prices in up to seven reference basket countries, provided that the medicinal product is present in at least two reference basket countries;
b) the average of identified prices within the EU, where point (a) cannot be applied;
c) a therapeutically comparable medicinal product (TPLP) in the Czech Republic, where points (a) and (b) cannot be applied
(i.e. the lowest price of a medicinal product containing the same active substance, pharmaceutical form and strength; where more than one TPLP exists, the lowest price of the medicinal product with the same or the closest pack size is used);
d) the average price of TPLP in the reference basket, where points (a) to (c) cannot be applied
(from each reference basket country, the lowest price of a medicinal product containing the same active substance, pharmaceutical form and strength is used; where more than one such product exists, the lowest price of the medicinal product with the same or the closest pack size is applied).
Determination of MC / Price Referencing
Pursuant to the amendment to Decree No. 376/2011 Coll., new rules apply concerning the relevant exchange rate and exceptions in situations where, during price referencing for the purpose of MC determination, the exchange rate deviation exceeds 10% compared to the average quarterly exchange rates over the preceding six calendar months:
Exclusion of a Foreign Price from External Reference Pricing
Determination of the base reimbursement amount (Section 39c(2)(a) of the Public Health Insurance Act)
Manufacturer price / ODTD in the EU:
Determination of Reimbursement / Price Referencing
Where the relevant exchange rate deviates by more than 10% compared to the average quarterly exchange rates of the foreign exchange market published by the Czech National Bank over the preceding six calendar quarters, conversion into Czech currency is carried out using the average exchange rate published by the Czech National Bank over the preceding six calendar quarters (Section 11(2) of the Decree).
Determination of Base Reimbursement / Price Referencing
In the event of the introduction of market-wide measures, the Institute excludes the identified foreign manufacturer price in the EU Member State analogously pursuant to Section 7(3) (Section 12(4) of the Decree).
Where the deviation of the lowest identified price is ≥ 20% compared to the average of the second and third lowest prices, the price extreme is excluded. This does not apply to VILP and LPVO (Section 16(2) of the Decree).
Source:
YOUNG, Michaela; ŽÁČKOVÁ, Kristýna a CHYTILOVÁ, Petra. Seminář SÚKL č. 19 – Sekce cenové a úhradové regulace: Úhrada vakcín 2026. Online. In: . 2025. Dostupné z: https://sukl.gov.cz/wp-content/uploads/2025/10/5.-Uhrada-vakcin-2026.pdf. [cit. 2025-12-18].
ŠVORCOVÁ, Tatiana; CHYTILOVÁ, Petra a VYSEKALOVÁ, Eva. Seminář
SÚKL č. 19 – Sekce cenové a úhradové regulace: Novela ZoVZP - další změny.
Online. In: . 2025. Dostupné z: https://sukl.gov.cz/wp-content/uploads/2025/10/6.-Novela-ZoVZP-%E2%80%93-dalsi-zmeny.pdf. [cit.
2025-12-18].
At Pharmeca, we help you navigate the complex landscape of pharmaceutical and medical device information. We also offer flexible services that can be tailored to your needs at any time.
Our market position and experience allow us to support you whenever you need expert guidance.
Feel free to contact us.
Our knowledge, your opportunity.
The text was translated using ChatGPT 5.2.