Participants in the seminar reflected on the issue of communication with the public and patients about the positive and negative effects of medicines.

Among the suggestions made, it was proposed that the positive and negative effects of medicines should be seen in a multidimensional perspective – not only including the probability of unwanted and potentially damaging events but also realising that particular side effects can differ in importance for different people (e.g. taking a drug that makes driving illegal will matter enormously to someone who has to drive as part of his/her work, but not someone who does not have a driving licence).

Informing the public at large about medicines is also the subject of discussion within the framework of the Television Without Frontiers Directive (TWF), which aims at regulating television broadcasting activities across Europe.

While considering issues such as cultural diversity, protection of dignity, human rights and the freedom of the press, the TWF directive intends also to revise the advertising framework in a context of technological evolution. Hence, it is intended to regulate advertising on tobacco, alcohol and medicinal products, as well as the protection of minors.

There is concern that under the justifiable aim of “better information for the public”, advertising for medicinal products may be authorised, either via the media or directly to patients.

The EAHP will follow the development of this directive via the European Public Health Alliance (EPHA).

For more information:
ec.europa.eu/comm/avpolicy/reg/tvwf/modernisation/proposal_2005/index_en.htm
www.haiweb.org/03_other_d.htm