This leads to patients requesting drugs they do not need and in many cases are even harmful to them.  The prescription drugs are very different from freely available drugs. They often treat serious diseases, and so advertising those should target mainly people that are very ill and especially vulnerable. On the other hand, with direct-to-consumer advertising, many people who do not have a serious disease become convinced that they need the prescription drug, because the advertisements scare them.  Because of such advertisement, in the U.S. there was a rapid widespread exposure to dangerous drugs before risks were fully recognized, as with troglitazone (Rezulin) for diabetes and cisapride (Propulsid) for nighttime heartburn. Causing people to become more ill instead of healthier, because this leads to a higher “self-diagnosing”. [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