Why is there a limitation on calls per representative, and what is the time period?

Limitations are helpful in demonstrating that the industry understands the pressures on health professionals, in particular prescribing health professionals as well as other relevant decision makers and the NHS. The requirements in the Code (Clause 17.4 and its supplementary information) helps balance these with the legitimate right for industry to inform and promote. It is generally understood to be a rolling twelve months.