The Organisation of Pharmaceutical Producers of India (OPPI) today launched a revised Code of Pharmaceutical Marketing Practices, in line with the International Federation of Pharmaceutical Manufacturers and Associations (IFPMA) code to promote products based on adequate, unbiased and truthful technical data.

Releasing the code at a function here, Drug Controller General (India) Dr M Venkateshwarlu wanted that the code should also take note of sampling which is an area of critical concern. Medical stores have become `sample stores' in many places, he observed on the practice of giving samples by the drug firms in plenty.

Stressing on ethics which should be cultivated by the industry itself instead of being imposed through regulations from outside, he wanted the industry players not to belittle the rival companies while passing on data on the product.

OPPI director general Dr Ajit Dangi said, the new code sought to achieve a balance between the needs of patients, health professionals and the public bearing in mind the political and social environment and relevant statutory controls.

The key elements of the new code included more restrictive provisions on travel, gift and scientific events, and the establishment of both the code complaint procedure, OPPI president, Ranjit Shahani explained.

The code would be effective from this month, replacing the IFPMA code, updated in 2000. The OPPI had first introduced the code in 1998.

The revised code has ample provisions to guide the interactions with the healthcare professions on gifts and travels besides setting clauses for sanctions against the member companies in case of breach of the code, the officials said.

The OPPI would take the help of organizations of doctors and other associations to implement the same, besides launching dialogues with the authorities to include the same in the regulatory frameworks.

Dr B K Sahay, president of the associations of Physicians in India, called for joint efforts by the industry and the practitioners to take up post-marketing survey of drugs and avoid the practice of commercial sponsorships.