Representatives of European pharmacists and medical practitioners have joined forces to oppose direct-to-consumer (DTC) advertising for prescribed medicines. A joint statement issued by the Pharmaceutical Group of the European Union and the Standing Committee of European Doctors during the recent European Union summit at Nice, France, says that any relaxation of the current ban on DTC advertising in Europe will be detrimental to public health. The two groups say that the aim should be that medicines are only used when necessary and that the right medicine should be used for the shortest period necessary to achieve the desired therapeutic outcome. Conversely, advertising is intended to achieve maximum sales and quick market penetration. Prescribing should be underpinned by an evidence base and not by persuasive advertisements, they say.