The Association of the British Pharmaceutical Industry has issued a new guideline to promote collaboration with doctors. It urges health-care professionals not to be "tempted to accept the negative myths about cooperating with industry". Endorsed by many, including the British Medical Association, the Academy of Medical Royal Colleges, and the Department of Health, among other major UK bodies, The Lancet's logo was used to support claims that "Industry plays a valid and important role in the provision of medical education" and that "Medical representatives can be a useful resource for healthcare professionals".
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