On GSK's decision to reverse its payment ban policy last year, Dr. Kanter replied:
"It's certainly understandable as a strategic business decision. It may be hard to do it unilaterally, I think that's the inference we take from this.
This is a collective action problem — if policymakers, for example, think that this is a big enough issue that does require some broader regulation instead of voluntary action by individual firms. Because the individual firms won't have an individual incentive to do this if all the other firms are marketing in that way."