Pharmaceutical companies have countless creative and immoral methods to influence doctors to prescribe their drugs and medical devices. So what’s being done about Big Pharma’s drug promotion misconduct? Although the industry has imposed regulations on itself it seems unlikely that its own codes will produce tangible change. Unfortunately, financial penalties have proven largely ineffective as Big Pharma has demonstrated it can weather these monetary blows and chalk them up to the cost of doing business. This is evidenced by the fact that large drug firms continue their immoral actions despite the lawsuits and record settlements that continue to pile up against them. Though the fines and settlements may not be enough to engender meaningful change in the culture of pharmaceuticals, there is hope in new legislation and attitude shifts in the medical community.