Wicked World Update #4576: For years, Big Pharma has been able to go directly to America's Joe and Jane Public to tell them of their companies’ wonderful offerings.
Suitably impressed, the patient pressures the doctor to write out a prescription for the drug. It's called direct-to-consumer (DTC) advertising, and it's been a staple of TV and newspaper advertising since the 1980s in the US (and, oddly, also in New Zealand).
But now it's a global