ABPI to promote UK code of practice

The Association of the British Pharmaceutical Industry (ABPI) is to promote its newly drafted code of conduct.

The aim is to make patient groups and doctors aware of the code’s existence, after research uncovered that they were largely unaware of it or ill-informed about how it functioned.

Ben Hayes, ABPI director of public affairs, said: “It is essential that those who interact with us understand that, as an industry, nothing less than the highest ethical standards will be acceptable.

“The way the industry promotes its medicines has sometimes been criticised, and this new code is designed to prevent unethical and inappropriate promotional practices.”

Although the code of conduct has been in place since 1958 this is the first time it has been promoted with such an awareness campaign.

ABPI’s campaign is set to start, with the communications consultancy Sante Communications, in April.

Sante managing director Liz Shanahan said: “It’s refreshing to see the industry plans to promote just how tightly regulated it is. This will greatly improve understanding between the industry and its stakeholders.”

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