The World: New York - US pharmaceutical industry sets up ad guidelines

The US pharmaceutical industry has reacted to criticism of its consumer advertising practices by drawing up voluntary advertising guidelines.

More than 20 of the country's biggest drug manufacturers have agreed to abide by the guidelines, which the Pharmaceutical Research and Manufacturers of America lobby group will monitor for compliance.

The guidelines include a pledge to communicate drug risks clearly, to submit all advertisements to the Food and Drug Administration and to aid the creation of a division of the lobby group to review advertising complaints.

Bristol-Myers Sqibb has launched its own, more stringent guidelines, which include banning the advertising of new drugs for one year.