The Department of Pharmaceuticals (DoP) has implemented a Uniform Code for Pharmaceutical Marketing Practices (UCPMP) to address unethical practices in the industry. This code is mandatory and will be enforced through a hub and spoke model, with each pharma association maintaining a UCPMP portal linked to the DoP's main portal. The DoP will establish a panel of auditors to conduct risk-based audits of marketing expenses.
The UCPMP outlines civil, penal, and remedial actions for violations, which can be enforced by government agencies or authorities. The code aims to strike a balance between cooperation and enforcement to ensure compliance. Pharma associations are required to establish Ethics Committees for Pharma Manufacturing Practices (ECPMP) and dedicated portals on their websites.
The code allows for continuing medical education, where pharma companies can organize conferences for educational purposes with medical practitioners. However, information and academic items provided as brand reminders must not exceed a value of Rs 1,000 per item.
The UCPMP prohibits the promotion of drugs before marketing approval, requires balanced and up-to-date information about drugs, and bans the supply of free samples to unqualified individuals. It also prohibits pharmaceutical companies from offering gifts or travel facilities to healthcare professionals or their family members.
While some medical representatives offer inexpensive gifts as brand reminders, unethical marketing practices, such as offering incentives to doctors, have been reported in smaller towns and cities. The UCPMP aims to curb these practices and promote ethical marketing within the pharmaceutical industry.