Creating a mentality of illness  Advertising to patients promotes a ‘pill for every ill’ mentality as the drug industry seeks to ‘create’ new markets for its drugs by convincing patients that a pill can solve their problems.  This leads both to greater hypochondria and to self-diagnosis of normal conditions as medical ones. For instance in October 2001, GSK ran advertisements for Paxil in the New York Times, claiming the drug would solve chronic anxiety. These advertisements came at a time when the events of 9/11—rather than a medical condition—were probably to blame for New Yorkers’ stress. The FDA declared in a 1999 study that fewer than one in four new drugs has any therapeutic value and the medical community now accepts that prevention through lifestyle choices is often the best way to tackle disease (for instance, rather than seeking a weight-loss or diabetes wonder-pill, childhood obesity should be tackled through exercise and healthy eating).  Pill-popping seems easier and so is more attractive to many patients but in practice it is worse for the long-term health of society. By allowing the prescription drugs to be advertised we are making more people believe they are ill and need pills for them, rather than explaining to them that their back pain and high blood pressure are problems caused by their lifestyle choices. [1]  [1] Health Information Action, Direct-to-Consumer Prescription Drug Advertising The European Commission’s Proposals for Legislative Change, September 2011,  , accessed 08/07/2011