Hotchkiss believes the threat of naming and shaming will provide an excellent deterrent. "Trust in our medicines has to be
high, so a company's reputation is crucial," he says. "Serious contraventions of the code being exposed are the biggest threat
to a company. The cost of withdrawing offending material is also substantial."
Sarah Houlton, PhD,is Pharmaceutical Executive's global correspondent. She can be reached at firstname.lastname@example.org