diff --git a/scripts/west_commands/runners/ezflashcli.py b/scripts/west_commands/runners/ezflashcli.py
index e92bcd1..4d9d3d3 100644
--- a/scripts/west_commands/runners/ezflashcli.py
+++ b/scripts/west_commands/runners/ezflashcli.py
@@ -39,13 +39,30 @@
         return EzFlashCliBinaryRunner(cfg, tool=args.tool, sn=args.sn,
                                       erase=args.erase)
 
+    def needs_product_header(self):
+        # Applications linked to code partition are meant to be run by MCUboot
+        # and do not require product header. Other applications and MCUboot itself
+        # are run by internal bootloader and thus require valid product header.
+
+        is_mcuboot = self.build_conf.getboolean('CONFIG_MCUBOOT')
+        uses_code_partition = self.build_conf.getboolean('CONFIG_USE_DT_CODE_PARTITION')
+
+        return is_mcuboot or not uses_code_partition
+
     def program_bin(self):
+
         if self.erase:
             self.logger.info("Erasing flash...")
             self.check_call([self.tool] + self.sn_arg + ["erase_flash"])
 
         self.logger.info(f"Flashing {self.bin_}...")
-        self.check_call([self.tool] + self.sn_arg + ["image_flash", self.bin_])
+        if self.needs_product_header():
+            # Write product header and application image at fixed offset as required
+            # by internal bootloader.
+            self.check_call([self.tool] + self.sn_arg + ["image_flash", self.bin_])
+        else:
+            load_offset = self.build_conf['CONFIG_FLASH_LOAD_OFFSET']
+            self.check_call([self.tool] + self.sn_arg + ["write_flash", f'0x{load_offset:x}', self.bin_])
 
     def reset(self):
         self.logger.info("Resetting...")
diff --git a/soc/arm/renesas_smartbond/da1469x/Kconfig.defconfig.series b/soc/arm/renesas_smartbond/da1469x/Kconfig.defconfig.series
index ecbc761..801ae9a 100644
--- a/soc/arm/renesas_smartbond/da1469x/Kconfig.defconfig.series
+++ b/soc/arm/renesas_smartbond/da1469x/Kconfig.defconfig.series
@@ -17,9 +17,15 @@
 config SRAM_VECTOR_TABLE
 	default y
 
+config USE_DT_CODE_PARTITION
+	default y if MCUBOOT
+
 config FLASH_BASE_ADDRESS
 	default $(dt_chosen_reg_addr_hex,$(DT_CHOSEN_Z_FLASH))
 
+config FLASH_LOAD_OFFSET
+	default 0x2400 if !USE_DT_CODE_PARTITION
+
 config PLATFORM_SPECIFIC_INIT
 	default y