EC moves towards “direct to consumer” advertisingBMJ 2001; 323 doi: https://doi.org/10.1136/bmj.323.7306.184 (Published 28 July 2001) Cite this as: BMJ 2001;323:184
- Rory Watson
Pharmaceutical companies will be able to provide information on prescription drugs directly to patients with AIDS, diabetes, or asthma under legislative proposals tabled by the European Commission.
Announcing the scheme, the enterprise commissioner, Erkki Liikanen, insisted that it was not intended to undermine the existing ban on public advertising of prescription medicines in Europe.
“This is not direct to consumer advertising. We are not introducing advertising for prescription drugs. I am against direct marketing as massive advertising could place a lot of pressure on the health costs that are covered by public authorities,” he …