No such thing as a free lunch, pen, folder, or bag

“You can borrow my pen, but make sure you give it back or I could lose my job.”

This was the curious remark of a drug company representative who had seen me fumbling for my biro. His company was sponsoring a lunchtime educational meeting at my primary care placement. Intrigued, I went on to quiz him in between mouthfuls of the organic crayfish and rocket sandwich that he had generously provided.

Apparently, the prohibition of giveaway pens is representative of progressive limitations in the way that the industry is allowed to promote its products. The exact rules on stationery distribution are complicated—reps can’t hand out such items, but can enclose them in packs given to delegates at conferences. These items may be branded with a company’s name but not with the names of their products. Other “freebie” promotional items may now be given to clinicians only if they are intended to be used for patients, such as peak flow meters, and then only if they cost less than £6 (€7.20; $9.40) each. The practice of giving prizes for competitions and quizzes is also now disallowed.1

These rules are part of a code for drug companies, the latest version of which came into effect in January 2012. This code was created and is enforced by the Association of the British Pharmaceutical Industry (ABPI), an industry funded body that is responsible for regulating practice and representing the industry’s interests. Most major drug companies in the United Kingdom are members of ABPI. Roche, a Swiss global healthcare company, is a notable exception. The company decided not to renew its membership after being suspended for unethical practice in 2008. All drug companies and their representatives are expected to comply with the …