Opinion  

The Association of the British Pharmaceutical Industry's (ABPI) code of practice for the pharmaceutical industry covers the promotion of medicines for prescribing to health professionals as well as the provision of information about prescription-only medicines to the public.

It is important nurses are aware of the activities pharmaceutical companies are permitted to undertake to ensure that relationships remain productive and ethical, particularly given that nurses can now prescribe.  Some provisions of the ABPI code are mirrored in the NMC's code of professional conduct.

Content of promotional material is covered
The code has many requirements about the content of promotional material, including the need for all claims to be accurate, balanced, fair and not misleading, whether in writing or by representatives. Material also has to be capable of substantiation.The code places restrictions on provision of samples, promotional aids, meetings and the conduct of representatives.  

A recent survey of nurses by the Prescription Medicines Code of Practice Authority (PMCPA), which administers the code, showed that while 61 per cent were aware of the code only 24 per cent knew how to make a complaint and 78 per cent wanted more information. So below are brief details about some of the key parts of the code and its operation.

Firstly, meetings and hospitality. It must be the scientific or educational content that attracts delegates to a meeting. Lavish venues must not be used and companies should avoid using venues renowned for entertainment facilities. Meetings wholly or mainly of a social or sporting nature are unacceptable.

Hospitality can only be provided in association with scientific meetings, promotional meetings, scientific congresses and other such meetings. It must be strictly limited to the main purpose of the event and not exceed the level recipients would normally adopt when paying for themselves. It cannot be offered to spouses or other people unless they qualify as a delegate in their own right. Pharmaceutical company sponsorship must be disclosed.

Involvement of a company must always be made clear
No gift, benefit in kind or pecuniary advantage should be offered or given as an inducement to prescribe, supply, administer, recommend, buy or sell any medicine. Items must not be offered for personal benefit. Promotional aids must be inexpensive (the limit is £6, excluding VAT), of a similar perceived value and relevant to the recipients' profession. 

Medical and educational goods and services that enhance patient care or benefit the NHS while maintaining patient care are permitted, provided they do not constitute an inducement to prescribe or recommend any medicine. Items must not bear a product name, but can bear a company name. Involvement of the pharmaceutical company must always be made clear. 

The code applies to what representatives say as well as the materials they use. Representatives must not use any inducement or subterfuge to gain an interview and no fee should be offered or paid for the grant of an interview.

Resources
The ABPI code of practice and a guide to the code for health professionals are at www.pmcpa.org.uk. Printed copies are available free by calling 020 7747 8880. Those with concerns about the activities of pharmaceutical companies should contact the Director, PMCPA, 12 Whitehall, London SW1A 2DY or complaints@pmcpa.org.uk

Heather Simmonds is director of the Prescription Medicines Code of Practice Authority. Ms Simmonds has worked on the code for more than 17 years, including nearly 10 years as director. She is responsible for the day-to-day running of the organisation and chairs the Code of Practice Panel, which rules on all complaints submitted to the authority in the first instance.