The BMJ reports this week that the FDA has launched a ‘BadAd’ campaign to make it easier for doctors to report inaccurate or incomplete advertising or information from drug company representatives. The idea came from former drug reps now working for the FDA. This is a challenge to pharma who sincerely want to be seen as partners in healthcare, motivated by improving health not just the bottom line. To be given the respect that they desire, not only should their response be to welcome this move but to do everything they can to support it. They have nothing to lose other than wayward reps.