Patients with “dates”: Wrong for doctors but acceptable for drug companies?

Direct interaction between pharmaceutical representatives and consumers is an issue that is still under-researched. In fact, the underlying ethical issues are completely absent from the radar of regulators. However, this type of communication without a mediating interface (such as a TV broadcaster or an electronic platform) or an intermediary (healthcare professionals) provides a space where consumers are highly exposed to industry influences. While the putative aim of those activities is to educate patients about their health condition, the management of their symptoms and the available treatments, the industry is seeking to replace the traditional role of health professionals. A case study, involving face-to-face interactions, allows a better understanding and provides clarifications to show that it is not the industry’s role to provide health information to consumers. Mechanisms are suggested to support government agencies in ethically regulating this practice.