Pharma lobby groups have welcomed the new Uniform Code for Pharmaceutical Marketing Practices (UCPMP) that aims to keep unethical practices in check. Notification of the code establishes a framework for communication claims, educational activities, samples and other market initiatives within the knowledge-driven pharmaceutical industry, said Sudarshan Jain, secretary-general of the Indian Pharmaceutical Alliance (IPA). The UCPMP clearly lays down what activities are permissible and outlines a complaint procedure involving both industry associations and the Department of Pharmaceuticals. It is a step forward towards industry advancement, prioritising superior patient care and adhering to established norms, according to Jain. The Indian Drug Manufacturers’ Association (IDMA) national president Viranchi Shah also praised the UCPMP, stating that it ensures a healthy and ethical engagement between the pharmaceutical industry and medical professionals. The government has notified the new UCPMP, which is now quasi-statutory and must be followed by all pharma companies irrespective of their size. The code has received positive responses from pharma associations and lobby groups, who want everyone to play by the rules. The code brings clarity in the domain and has been updated as per current industry practices. This move comes after the government questioned the need for pharma companies to offer gifts and free medicines as samples to doctors for promotional purposes. A high-level committee formed under Niti Aayog’s VK Paul reviewed the matter and held meetings with representatives from pharma lobby groups. The committee was formed to address concerns about excessive spending on drug promotion.