BRUSSELS: US-style direct-to-consumer advertising of prescription drugs looks set to elbow its way into the European Union if a deal struck last week between EU officials, member states, drug companies and consumer groups comes to fruition.
At a "high-level pharmaceutical forum" convened by the European Commission, purportedly "to find ways to boost competitiveness", the participants decided this could best be achieved by improving "the quality of information [to patients] by all the relevant players".
It reached this conclusion under the benevolent eye of EU enterprise and industry commissioner Gunther Verheugen – an enthusiast for the liberalization of prescription drug marketing rules, threby permitting drug companies to communicate directly with consumers, both in writing and via the internet.
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