Many ads don't include enough information on how well drugs work. For example, Lunesta is advertised by a moth floating through a bedroom window, above a peacefully sleeping person. Actually, Lunesta helps patients sleep 15 minutes faster after six months of treatment and gives 37 minutes more sleep per night. The Majority of ads are based on emotional appeals, but few include causes of the condition, risk factors, or important lifestyle changes. In a study of 38 pharmaceutical advertisements researchers found that 82 percent made a factual claim and 86 percent made rational arguments for product use. Only 26 percent described condition causes, risk factors, or prevalence. [1] Thus not giving the patients balanced information that would make them aware, that taking one of the pills is not a magic solution to their problem.  Actually, according to a study conducted in the US and New Zealand, patients requested prescriptions in 12% of surveyed visits. Of these requests, 42% were for products advertised to consumers and consumers could not recall more than 4 different products of medicine. [2]  This proves that the decisions made by the patients are not more informed and mainly only pressure to the advertised drugs.  [1] Creating Demand for Prescription Drugs: A Content Analysis of Television Direct-to-Consumer Advertising. Ann Fam Med. 2007 January; 5(1): 6–13.   [2] Mintzes B. and co-workers, Influence of direct to consumer pharmaceutical advertising and patients' requests on prescribing decisions: two site cross sectional survey, BMJ 2002,  , accessed 08/01/2011