The code has been developed by the leading pharmaceutical companies in the Gulf, represented by the UAE-based international Pharmaceutical Research and Manufacturers Association, Gulf (PhRMAG).

Briefing the Press on Tuesday, on the new region-wide code, Dr Issa bin Jakkha Al Mansouri, Director of the Central Drug Control Department at the ministry, said: "The new code sets in place the standards of conduct that health professionals can expect from the pharmaceutical industry."

He added that a regulatory framework has been established, to form the basis of future dealings in this area and guarantee proper implementation for the contents of the code.

The GCPMP comes in line with the provisions of the Federal Law No. 4 of 1983 set by the UAE government on pharmacy, especially articles about the ethics of the profession, which target fair and legal competitions and ban monopoly, said Dr Mansouri. He revealed that an electronic page delineating the contents of the GCPMP, will soon be launched as part of the ministry's web site, adding that 9,000 copies on the code have so far been distributed to helathcare providers. Nidal Fakhoury, Chairman of the Executive Committee for (PhRMAG) explained that the code has been launched in the region since 1999, pointing out that being one of the centres of excellence in the Gulf in the filed of health services, the UAE has been one of the most desired destinations for (PhRMAG) to implement the code on pharmaceutical marketing practices.

The new code

- Companies have an obligation to review and monitor all their promotional activities and material through an appropriate process, to ensure adherence to the (GCPMP).

- Promotional communications should have medical clearance, or where appropriate, clearance by the responsible person for their release. The responsible person must have the appropriate scientific or healthcare qualifications.

- Companies are committed to the principle of self-regulation of the ethical promotion of prescription medicines, with full recognition of the obligation to satisfy applicable laws and regulations.

- The (GCPMP)'s signatories, are committed to establishing a workable an meaningful enforcement mechanism, including a Review Board.

- Amendments to the Code will be based on the majority opinion of the signatory companies. The Code will be amended not more than two times per year.