Playing on women's fears is unethical

EDITOR,—We are concerned by the advertisement for Fareston (toremifene) published in the clinical research edition of the BMJ on 6 July (between p 24 and p 25) and in other clinical journals. The advertisement focuses on patients' perceived concerns about the toxicity of tamoxifen—specifically, its carcinogenic potential—and proposes toremifene as an alternative that could allay those fears. The issue of endometrial cancer and tamoxifen has stimulated much debate.1 It should, however, be seen in context. The national surgical adjuvant …