There is considerable debate over whether prescription medicine advertising, in any medium, can support informed conversations between patients and doctors. In the late 1990s and early 2000s, I received grants from the Association of NZ Advertisers to conduct two surveys examining consumers’ views of prescription medicine advertising. “Truly significant innovations don’t generally need direct-to-consumer advertising as the prescribers are made aware of them by various routes (including the manufacturers). “Doctors in all countries (including the US) are against direct-to-consumer medicine advertising. “I am clearly in the ‘join the rest of the world and ban it and instead provide independent consumer health information’ camp.