Go online and you'll see bountiful commentary about drug companies and their products. Yet many companies stand on the digital sidelines for two valid reasons: adverse event reporting requirements and the lack of FDA guidelines on Internet communications. An active dose of leadership is needed in forging change. Unless companies boldly confront these issues, the industry could suffer further damage and, worse, lose the opportunity to shape its own communications future. Clearly any steps taken by the industry must be substantive and not simply "talking the talk."