On July 10, 2008, the Pharmaceutical Research and Manufacturers Association of America (PhRMA), an organization that represents research-based pharmaceutical and biotechnology companies, adopted revisions to its 2002 PhRMA Code on Interactions with Healthcare Professionals. The revised code presents new guidelines on promotional items, meals and sponsorship of meetings. Among other things, the revised code prohibits distributing “reminder” items such as pens, pads of paper, tissues and hand soap as part of sales calls to healthcare providers; going to restaurants for meals; holding meetings at resorts; providing entertainment at meetings; and requires a clear delineation of the relationships of speakers and consultants. The revisions reflect a renewed effort by PhRMA to initiate self-reform. The revisions take effect on January 1, 2009, though it is likely they will be implemented sooner. A copy of the revised code is available on the PhRMA website.