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Direct-to-consumer information in Europe: the blurred margin between promotion and information.

During the last year, many papers in scientific journals have commented on the possible removal of the ban on direct-to-consumer advertising (DTCA) of prescription drugs by the European Parliament [1–3]. The promotion of prescription drugs directly to the public is currently allowed only in the USA and New Zealand. The risks related to this decision are brought into focus, especially if we consider the situation in the USA, where DTCA has been permitted since 1997.