U.S. lawmakers aren't the only ones toughening up on pharma. In the U.K., the industry itself is strengthening its code. The Association of the British Pharmaceutical Industry is adding rules on disclosure--of support for patient organizations, of sponsorships, of donations and grants to institutions that support healthcare and research--and on reporting side effects. Promo materials must "prominently" state that "adverse events should be reported" and offer contact information for those reports. And all clinical trials have to be made public; hiding data would be a violation of the rules. The new code will come into effect July 1.