Consumer groups are warning the Europe could be in line for American-style direct to consumer drug adverts after the European Commission released proposals to increase “information provision”.

Although Europe insists that an advertising ban will remain in force it wants companies to be able to provide information on drug characteristics, prices and research studies to the general public.

“EU citizens have unequal access to information across the EU,” says the commission. “Although advertising of prescription-only medicines to the general public is forbidden, a lack of detail on information provision has led to a situation in which Member States interpret EU legislation in very different ways.”

UK consumer group Which? says the changes – which have to be approved by Europe’s parliament and council – are a bad move (AP). “Without a clear distinction between ‘information’ and advertising, allowing direct to consumer information is like letting advertising in through the backdoor,” says public affairs manager Peter Moorey (PA).

European consumer group BECU says the plans could open a ‘Pandora’s box’. Monique Goyens, BEUC Director General, says, “The proposal on information to patients is just a disguised way of giving pharmaceutical companies greater flexibility to provide the information they want on prescription medicines directly to the public, namely direct-to-consumer communication strategies – the goal of which in our view is to boost sales.”

Meanwhile, across the pond, Dow Jones Newswires reports things are going the other way:

Drug makers have agreed to new voluntary restrictions on how they conduct direct-to-consumer advertising for prescription drugs in the U.S. – a response to recent government scrutiny of the ads and feedback from doctors.

Image: Getty