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tising by pharmaceutical companies in Russia in the early 2000s has
influenced citizens to expect that every consultation with a doctor
should lead to a prescription. The report found particularly disturbing
a series of intensive television advertising campaigns for codeine-
based analgesics which should be sold only on prescription but could
be freely purchased at pharmacies and kiosks across Russia .
Over the last few years the government has made great strides in
improving both the regulation and enforcement of prescription drug
supplies. Tough new advertising regulations have also been intro-
duced. But some people feel that the crackdown has come too late:
"The pendulum has swung from one extreme to the other; nowa-
days people are ready to swallow a pill for any reason," comments La-
rissa.
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