The wonderfully named Cherry Wood suggests yes. And this is due to their new UK Code of Conduct:
One of the key obstacles surrounding media relations is whether or not it is advertising. Some feel that if a drug name is mentioned then it automatically means that it’s being advertised. However, legitimate ‘paid for’ space and true editorial are two entirely different things. Instead of providing more structure to the process of undertaking media relations, the tightening of other areas of the Code have caused some pharma companies to veto any media relations activities.