AMA Prescribes Ways to Deal With Companies

The American Medical Assn. has issued an interim set of guidelines for dealing with corporate America, reaffirming a ban on exclusive product endorsements. Earlier this year, the AMA withdrew, under heavy criticism, from an exclusive deal with Sunbeam Corp. of Delray Beach, Fla., after agreeing to endorse nine Sunbeam products in exchange for royalties based on sales. The AMA also said in a statement that it will not endorse any health or medical products that do not meet criteria established by its Board of Trustees. After the AMA backed out of the deal, Sunbeam responded with a $20-million federal lawsuit against the organization.