IVD Australia is the peak body representing multinational companies, local distributors and Australian manufacturers operating in the Australian In Vitro Diagnostic market. To ensure that in vitro diagnostics are promoted in the highest ethical and responsible manner, in 2009 IVD Australia developed a Code of Conduct which is mandatory for its members. The Code regulates ethical business practices and socially responsible behaviour promoting the reputation of the industry and enhancing consumer confidence. The establishment of these guidelines has assisted suppliers and other stakeholders to avoid excessive and unethical promotional activities. Members can provide support to laboratory scientists for educational activities and provide modest hospitality when required but must not provide gifts unless educational and of a limited value and must not provide tickets to sporting or entertainment events. Excessive hospitality or activities of a questionable nature can be referred to the IVD Australia Code Complaints Committee for review. AIMS members must respect that suppliers are almost certainly members of IVD Australia and thus bound by this Code of Ethics and they must also accept that as professional scientists they have a responsibility to stay within the same guidelines. A series of case studies will highlight the issues for stakeholders and allow interactive discussion.