Pharma secretary to meet industry on new marketing practices code

Notably, representatives from industry bodies such as the Indian Pharma Association (IPA), Indian Drug Manufacturers Association (IDMA), and Indian Medical Association (IMA) will participate in both rounds of meetings.

According to sources, the Pharma Secretary is poised to emphasise strict compliance with the newly formulated Uniform Code for Pharma Marketing Practices. The meetings will serve as a platform for delivering a robust message of zero tolerance towards any violation of the marketing code.

The government is also expected to reiterate the need for timely self-declaration filing by CEOs of pharmaceutical manufacturers and other industry stakeholders.

The first phase of the meeting is likely to be concluded in the next fortnight, the sources said.

The government notified the Uniform Code of Pharmaceutical Marketing Practices (UCPMP) 2024 on March 12. This was done to curb pharmaceutical companies from extending personal benefits to healthcare professionals or their family members. The restricted benefits include gifts, travel facilities, hospitality, and cash or monetary grants for marketing activities.

The appointment to the committee will be approved by the Board of Association which will have to be posted on the website, the Department of Pharmaceuticals said.

The Department of Pharmaceuticals pointed out that pharma companies, distributors, agents, wholesalers or retailers should not offer gifts for the personal benefit of any healthcare professionals or their family members. The Department of Pharmaceuticals last brought out UCPMP in 2014.

The code states that the CEO of a pharmaceutical company will be responsible for adherence to the uniform code. A self-declaration will have to be submitted by the executive head of pharma companies within two months of the end of every financial year to the association. It shall be uploaded on the association website or directly on the UCPMP portal of the Department of Pharmaceuticals.

On the penal provision, the code says: "Once it is established that a breach of the Code has been made by an entity, the Committee can propose either to suspend or expel the entity from the Association. Or reprimand the entity and publish full details of such reprimand."

"This is a step in the right direction. UCMP has been under discussion for nearly two decades. The clarification of definitions, explicit linkage to tax code and procedure specifications are all good. The tricky one is CeO certification Overall it should encourage the right behaviors," Sujay Shetty, Global Health Industries Advisory Leader, PwC, said.