The Indian Medical Association (IMA) is at the eye of storm for its alleged move to endorse PepsiCo's Tropicana juice and Quaker oats. The IMA, an 80-year-old national organisation of doctors of modern scientific system of medicine, has risked the wrath of union health minister Anbhumani Ramadoss. The IMA, however, has paid scant attention to Ramadoss' criticism and sees no harm in promoting oatmeal, which is a cholesterol reducing food. The 1,76,000 strong body of doctors, has denied reports of receiving a payment of Rs 50 lakh for the endorsement. "It has been wrongly reported that we have received Rs 3 crore from Eureka Forbes for an endorsement in the past. Neither have we struck a deal with Hindustan Lever nor are we finalising a deal with Dabur. Two years ago, Eureka Forbes renovated our convention hall in the IMA House in Delhi and in return we have acknowledged their credit,' honorary secretary-general of IMA Dr S.N. Misra said. Defending the IMA case with a rather feeble and implausible argument, Misra argued that oatmeal was a cholesterol reducing food. Dismissing Ramadoss' remarks, Misra asked, "Is this the most pressing matter on the health minister's desk? It is wrong to say that we are endorsing Tropicana juice and Oat Quackers. We are not mentioning them in our prescription,' he said. Reacting to Ramadoss' advise that IMA doctors should focus on activities related to tobacco cessation and TB and malaria control, the IMA honorary secreatry general said, "We have been involving our members in 1,650 branches across the country to spread awareness on malaria, administer polio drops and give drugs under the the government's DOTS (Directly Observed Treatment Strategy) programme for tuberculosis and iron and folic acid tablets to adolescent girls and pregnant women.' The issue has however sparked off a much-needed debate on medical ethics in the medical fraternity. The Indian Medical Council's Professional Conduct, Etiquettes and Ethics Regulation, 2002, forbid physicians from giving such approvals or endorsements. The chapter on