The PMAC code of marketing practices: time for improvement?

• Published in: Canadian Medical Association journal (CMAJ) Vol. 156; no. 3; pp. 363 - 364
• Main Author: Desjardins, Jean G
• Format: Journal Article
• Language: English
• Published: Ottawa CMA Impact, Inc 01.02.1997
• Subjects: Advertising; Ethics; Marketing; Pharmaceutical industry
• ISSN: 0820-3946; 1488-2329

IN THIS ISSUE (see pages 351 to 356) Dr. Joel Lexchin proposes reforms that could help the Pharmaceutical Manufacturers Association of Canada (PMAC) adapt its Code of Marketing Practices to changing times. The PMAC code reflects the ethical concerns of drug manufacturers and speaks to the need for high standards in promotional activities. The code is a commendable beginning, but it does not go far enough in ensuring ethical practice. The PMAC should take this opportunity to address the concerns raised by Lexchin. For example, proactive assessment of advertising would improve the current system. The PMAC code is more comprehensive than the PAAB requirements, covering 8 forms of promotion: advertising and information dissemination, distribution of samples, sponsorship of continuing medical education events, displays at conventions, activities of sales representatives, postmarketing clinical studies, use of service-oriented and promotional items, and marketing research.(f.1) Violations of the code usually come to light by means of a complaints mechanism. Complaints are investigated by the Marketing Practices Review Committee, which is composed of 4 industry representatives, 1 PAAB representative and 2 physician representatives appointed by the CMA. The sanctions imposed for code violations depend on the number of violations; after the fourth violation, the matter is referred to PMAC's board of directors, who may recommend that the company be dismissed from the association.