The drug industry is hopeful that it will succeed in watering down the European Union's ban on direct to consumer advertising (DTCA) of pharmaceuticals. Draft proposals from a working group, which includes members of the European Commission and the drug industry, have proposed a public-private partnership to provide patient "information" on prescription medicines.

Harold Burson, the founder of Burson-Marsteller, has flagged his support for the licensing of PR professionals. "It would overcome the derogatory manner in which we are depicted in the news media," he told a PR conference in India. The idea of licensing of PR practitioners has a long history within the profession.