Sen. Herb Kohl, D-Wis., chair of the Senate’s committee on aging, says he hopes the industry's self-policing efforts will make medical-device legislation unnecessary.

The Advanced Medical Technology Association, AdvaMed, rolled out its first guidelines for companies advertising hip replacements and other implants. The voluntary guidelines urge companies to state in consumer ads the potential risks of surgical complications from implants.

Some members of Congress have suggested that medical-device advertising poses greater risks to patients than ads for drugs because device companies are not required to submit advertisements to the FDA before releasing them.

Sen. Herb Kohl, D-Wis., chair of the Senate’s committee on aging, says he hopes the industry's self-policing efforts will make medical-device legislation unnecessary. A recent Johnson & Johnson advertisement for orthopedic hips featured Duke University basketball coach Mike Krzyzewski. And Biomet previously promoted its competing products with spokeswoman Mary Lou Retton, an Olympic gymnastics champion.

The AdvaMed guidelines recommend that medical-device companies strive for “clear language” about risks in such ads and that they spend “appropriate time” educating physicians about new devices before physicians promote them to patients.

Some House Democrats have suggested a ban on drug advertising to consumers during the first two years after approval. Lawmakers have not yet said whether they support similar restrictions for devices.