The pharmaceutical industry published a tougher code of conduct this week after criticism that self regulation was failing to stop the circulation of misleading claims about products. The revised code from the Association of the British Pharmaceutical Industry follows a critical health select committee report in April (BMJ 2005;330: 805).

As evidence that self regulation wasn't working well, the report cited examples of breaches of advertising regulations; cover-ups of negative medical information; and giving misleading information to prescribers. MPs also criticised the long delays taken by the industry to investigate complaints.

As with previous codes, the new code of conduct, to be launched in January, is a voluntary code, without the backing of the law. It covers communication with the public and the promotion of …