The pharmaceutical industry and major medical associations are undertaking a national educational program to reinforce the guidelines that govern gifts to physicians by drug companies. A decade ago the Council on Ethical and Judicial Affairs (CEJA) of the American Medical Association formulated, and PhRMA on behalf of the pharmaceutical industry accepted, guidelines on gifts to physicians from industry.

The guidelines, part of a Code of Ethics for voluntary self-enforcement, were issued by CEJA on December 3, 1990. The section outlines the desirable support by industry for education and related activities, and the ethical duties and responsibilities of physicians. Several professional associations have initiated their own, more strict guidelines.

Since 1991, there has been a major change in physician population and industry personnel resulting in a general lack of awareness of the guidelines. Studies show that fewer than half of all physicians are knowledgeable about rules of ethics governing drug company gifts and the same proportion most likely exists among drug company representatives.

The Coalition for Healthcare Communication supports the guidelines and the benefits and goals of the educational effort. CEJA determines the position of the A.M.A. on ethical issues that is accepted by most of organized medicine. The industry and the profession recognized the need for a campaign to raise the consciousness of physicians and company personnel to avoid appearances of improper behavior.

The Coalition has participated in the development of the program and supports the efforts to promote behavior that adheres to the gift guidelines. The guidelines can be found on the A.M.A. website:
www.ama-assn.org/ama/pub/category/5689.html.