The pharmaceutical industry is distinct from other industries in that it is highly regulated, requires expensive up front investment in research, and depends on constant product innovation and excellence in sales and marketing.

Pharmaceutical companies provide medicines and devices which save many patients from hospitalization, surgery and death. It is important that as a responsible partner in providing healthcare, pharmaceutical companies conduct themselves with integrity and maintain consistently high ethical standards.

All companies should be fully cognisant of the activities that they are supporting and must critically examine these activities to ensure they meet the following criteria :

• Enhance medical knowledge,
• Enhance the quality use of medicines,
• Do not bring discredit to the industry,
• Can successfully withstand public, professional and community scrutiny,
• Conform to professional and community standards.

The voluntary adoption of the PReMA Code of Sales & Marketing Practices is in accordance with the key objectives of the Association as set out in Section 40 of the PReMA Articles of Association.

An important feature of the PReMA Code of Sales & Marketing Practices is that ALL members voluntarily accept to observe and adhere to the provisions of the Code as a condition of their membership with the Association.