New PhRMA guidelines prohibit marketing gifts

WASHINGTON – The board of the Pharmaceutical Research and Manufacturers of America (PhRMA), which represents drug-makers, has adopted new ethics guidelines for interactions with health care professionals that forbid giving doctors gifts to promote drugs.
The new PhRMA Code, updated from 2002, prohibits the distribution of “non-educational items” – which a PhRMA news release says includes pens, mugs and other “reminder” objects adorned with a product or company logo – to health care providers and their staff.
In addition, the code bars sales representatives from buying restaurant meals for health care professionals or providing them with “entertainment or recreational benefits,” but allows “occasional meals” in the doctors’ offices in conjunction with informational presentations.
The code goes into effect next January and is voluntary; some states have passed similar laws. •