It's a change which goes against everything the UK medical sales industry has ever done.  It's even called 'ethical sales' due to it's level of protection against improper marketing techniques which could be risky for patients.

The new EU law will surely have patients everywhere demanding inappropriate therapies from their doctors, just because they have seen them advertised on TV?

The British Medical Association also believes drug usage and costs will soar as patients are more aware and so more demanding of treatments.  America made the same decision over 11 years ago now.  Initially they spent billions on advertising.  Later, research showed that sales didn't respond at all, and that patients were simply deciding after all that the Doctor knows best.

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