Pharma Marketing Code Ineffective, Say Doctors & Activists

The Union government recently released a new marketing code for pharmaceutical companies, the Uniform Code for Pharmaceutical Marketing Practices, 2024. Despite its release, some doctors and public health campaigners have criticized the code, stating that it merely provides a facade for firms to continue with unethical practices. 

Critics have alleged that the revised version of its 2015 predecessor retains loopholes that allow drug firms to continue unethical payments to doctors. While the code includes measures to prohibit pharmaceutical companies from offering costly gifts, providing travel and hospitality, and giving monetary incentives to doctors, it has been argued that the guidelines lack enforcement mechanisms, allowing companies to easily circumvent them. 

Industry associations, however, are backing the code, showing support for its additional penalty provisions, which include reprimanding the company and recovering the money or gifts provided. Furthermore, industry associations will notify the Department of Pharmaceuticals in specific instances. 

It is important to note that the latest code is not compulsory for pharmaceutical companies, and it has been criticized as ineffective, mirroring sentiments expressed towards its predecessor. The Alliance of Doctors for Ethical Healthcare, a group advocating for legislation on unethical pharmaceutical marketing, shares this view.