Eli Lilly just became the first drug maker to announce that it will voluntarily disclose payments to physicians of $500 or greater. (See this coverage in Pharmalot.)
This is the latest in a series of Eli Lilly firsts in transparency. They were the first company to disclose their educational grants, and the first to endorse the Physicians Payments Sunshine Act. This is all good stuff.
So why do I say Eli Lilly is "ethically confused"? Because they still shamelessly participate in marketing deception. They hid risks of Zyprexa from doctors long after they knew about them, and still deny that this was wrong. They continue to fund a malpractice insurance company, PRMS, to provide sham risk management education to psychiatrists in an effort to prevent them from switching patients to less toxic antipsychotics. In this particularly ugly marketing tactic, they are paying attorneys to do their "education," payments which would remain hidden even under their new disclosure policy.
So, to borrow a phrase from Merrill Goozner's Integrity in Science Project, Lilly deserves both cheers and jeers for their efforts to reform themselves.