London (CNN) -- So, after a mere half-century, German pharmaceutical firm Gruenenthal has decided to apologize for the devastating effects its drug, thalidomide, had on thousands of babies and their families around the world, myself included. Is this a reason to celebrate? Is it even a reason for cautious optimism, or is it simply a piece of news management designed to salvage what is left of its corporate reputation? 

Gruenenthal's chief executive, Harald Stock, made the apology Friday as he inaugurated a memorial to those affected in Stolberg, Germany, where the company is based. 

I was aware of Herr Stock long before his name was flashed around newsrooms all over the world when he made his momentous announcement. 

Together with others, I've been campaigning for justice for the global thalidomide community for the past decade. 

At one point Herr Stock, who replaced Sebastian Wirtz as head of Gruenenthal, agreed to a meeting. 

We held preliminary discussions, however the process broke down acrimoniously before we ever got to meet Herr Stock after it became clear to all of us that the company had no intention of negotiating a lasting settlement -- one that would have kept them out of the headlines forever and which would have left the Wirtz family with its considerable fortune intact. 

Personal account: A life shaped by bad medicine 

So why the apology now? I think it is not unconnected with successful litigation in Australia that has resulted in a multi-million dollar settlement for a hitherto unrecognized thalidomide survivor, Lynette Rowe. Although the settlement was achieved at the expense of the British and Australian successor company to the distributor of thalidomide, Diageo, Gruenenthal was also named in proceedings. The writing was spray-painted on the wall for Mr Stock and the board of Gruenenthal. 
In what position?
At one point Herr Stock, who replaced Sebastian Wirtz as head of Gruenenthal, agreed to a meeting. 