Doctor No-Nos

By Melissa August, Jeffrey Kluger, Ellin Martens, Benjamin Nugent, Sora Song and Heather Won Tesoriero

The romance between drug companies and doctors has been going on for a long time. Drugmakers ply doctors with gifts, and doctors, say the watchdogs, write pads of prescriptions in return. Now the A.M.A. (with the support of the drug companies) is planning an ad campaign to remind physicians what they can and can't accept.

NOT O.K.

--Cash --Subsidies for professional conferences paid directly to the physicians --Travel or lodging expenses at conferences --Gifts above $100

O.K.

--Textbooks --Modest meals --Pens and notepads --Coffee mugs --Drug samples