Bartlett Davis Communications has joined the ABPI, a move that acknowledges the increasing demands its code of practice places on marketers.

The agency is the  first specialist media buyer to be accepted for membership and follows last year's strengthening of the code, which increased the burden on marketers to ensure their activities comply with it.

Joint managing partner Julie Bartlett said: "The remit of the media buyer has widened considerably with the growing availability of new media channels and editorial opportunities.

"We felt that we should take this opportunity to align our own operating procedures with those of the organising body."

The agency works with companies such as Sanofi Pasteur MSD and Merck Sharp & Dohme and said it has had an overwhelmingly positive response to the move from its clients.

Bartlett said the consensus was that pharma companies would increasingly look to appoint code compliant supplier agencies in the future.

pharmafocus@wiley.co.uk