DGHS Issues Strict Directive in Line with UCPMP 2024 to Safeguard Ethical Prescribing
New Delhi: In a decisive move to curb pharmaceutical influence within government healthcare institutions, the Directorate General of Health Services (DGHS) under the Ministry of Health and Family Welfare has issued a directive barring Medical Representatives (MRs) from entering all central government hospitals.
The order, dated May 28, 2025, calls for strict enforcement of the ban by hospital heads and mandates that compliance reports be submitted to the DGHS. The move is being seen as a significant step toward upholding ethical prescribing standards in public healthcare.
“This is in reference to the earlier instructions regarding not permitting entry of Medical Representatives in hospital premises. In this regard, it is once again instructed that the medical representatives should not be permitted in the hospital premises,” stated the order signed by Dr. Sunita Sharma.
Digital-Only Communication Mandated
The circular further specified that pharmaceutical companies must now communicate information about medicines and treatments only via email or digital platforms, eliminating face-to-face interactions that could potentially lead to biased or influenced prescriptions.
Heads of institutions have been instructed to inform all officials and staff about the new policy and ensure complete adherence. “It is requested to take necessary action in the matter and action taken report may be furnished to this directorate,” the directive added.
Aligned with UCPMP 2024
This development aligns with the newly enforced Uniform Code for Pharmaceutical Marketing Practices (UCPMP) 2024, which aims to eliminate unethical marketing practices by the pharma industry. The UCPMP, now mandatory, replaces the earlier voluntary 2014 version and introduces strict prohibitions on:
- Gifts or monetary incentives to doctors
- Paid travel or hospitality offers
- Sponsored events not directly related to patient care or medical education
Under the UCPMP 2024, companies are required to self-declare compliance, maintain transparency in promotional expenditures, and face penalties — including public reprimands, media-issued corrective statements, and recovery of gifts or benefits — for violations.
Background and Repercussions
A DGHS official, speaking to Daily Excelsior, explained the rationale behind the move: “The ban is intended to prevent medical representatives from influencing doctors within hospital premises, where prescribing decisions should remain solely clinical.”
This follows recent reports of NMC investigations into over 30 doctors accused of accepting freebies from pharmaceutical firms — part of a broader crackdown on unethical collaboration between the medical and pharma sectors.
