AMA encourages industry to observe ethical gift guidelines

The American Medical Association has launched an educational effort to raise awareness of ethical guidelines regarding promotional gifts from industry, according to an AMA news release.

The 18-month initiative will target physicians, medical students and sales representatives from pharmaceutical, medical device and equipment companies, asking them to comply with guidelines created in 1990 by the AMA's Council on Ethical and Judicial Affairs.

AMA President Richard F. Corlin, MD, introduced the initiative in a letter to physicians and the medical education community, urging action on an issue that is gaining increasing attention in the media.

"Acting on this situation now is important to all of us, physicians and industry representatives alike," Corlin said. "Some gifts to physicians by companies serve an important and beneficial function for both physicians and patients. But gifts that don't adhere to the AMA's Code or other similar guidelines may create the perception of unethical behavior. That perception, in turn, undermines our credibility with patients and the public," he said.

Corlin added, "Bottom line: Ongoing interaction and strong communication between physicians and industry is vital for good patient care, but we must ensure that those interactions are always ethically based."

Corlin urged physician and industry organizations to educate their members and employees about the guidelines, using a free booklet offered by the AMA titled "What You Should Know About Gifts to Physicians From Industry." He also encouraged them to become familiar with the CEJA guidelines on gifts and a special addendum by the council that answers some of the frequently asked questions about the issue.