Recent proposals to revise the legal framework for medicines in the EU raise concerns for public health and national health budgets, argues HAI Europe. The article “Is the EU edging towards DTCA? Examining the consequences of industry's latest lobby” describes the strong pressure the European Commission is under to relax its rules on advertising prescription medicines directly to consumers in the European Union and the amount of potential profit at stake. It summarises how other regions such as the United States, New Zealand, Australia and Canada are responding to industry pressure on this type of advertising. The story also suggests that moves to allow DTCA in Europe could have huge consequences for consumers in the developing world.