The EU has passed a reform of pharmaceutical advertising laws essentially allowing companies to advertise the virtues of prescription-only drugs. This has been greeted with worry by the Consumer Association who argue that this will only escalate costs of drugs to NHS and paves the way for unreliable information to be given to patients on their benefits. The Patients Association, in contrast, supports the relaxation of the advertising laws arguing that it gives patients more information on what their doctors are prescribing. The EU Commissioner for Entreprise who drove the reformation through argues that this will increase Europe's competitive edge in the pharmaceuticals market across the globe.

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