The regulatory landscape affecting live healthcare events is continuing to evolve. In 2010, the ABPI are updating their code of practice to follow the same approach that the PhRMA adopted in 2009 to the prohibition of giveaways that have no direct patient benefit. It is likely that other European regulatory codes will follow suit. Medex-Media proactively ensure its clients are kept abreast of all the latest changes, serving as an 'information hub' for industry codes of practice, national laws and official regulatory bodies.