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Ten drugs accounted for 41% of all DTC spending in 1999.This is creating branded-drug franchises, supported by line extensions that help to prolong patent life.

To be clear, for all its boldness, the FDA ban on 23andMe's direct-to-consumer (DTC) genomics service is predicated on sensible public health concerns.

Namibia has set up a DTC with De Beers to sort and value the country's production and sell a fraction of it to the 11 manufacturers it has licensed.

There is little doubt, though, that DTC is strengthening the industry's already tight grip on the market.

Generics currently account for barely a tenth of all drug spending in America.In response, drug companies argue that DTC informs and empowers patients, and that taking pills is still cheaper than going into hospital.

By last year, the figure had risen to $2.5 billion (see chart).Although direct-to-consumer advertising (known as DTC) has been legal since 1985, it took off only in 1997, after America's Food and Drug Administration FDAallowedwed pharmaceutical companies to name both the drug and the disease it treated in the same commercial without having to reel off every single side-effect too.

For now, the diamond industry should create over 3,000 jobs by the end of next year.A significant step in that direction was the opening in Botswana on March 18th of a Diamond Trading Company (DTC), a joint venture between De Beers, a big diamond producer, and the government.

It has told bankers that it is looking at tying Nasdaq-iX into America's DTC settlement system.

In 2006, when its mining licence and sales agreement in Botswana came up for renewal, De Beers agreed to open a DTC in Gaborone.

DTC has proved a bonanza for the industry: one analyst estimates that Schering-Plough has generated $3.50 in extra Claritin sales for every advertising dollar spent on the drug.But this marketing explosion is having side effects of its own: a rising chorus of complaints by doctors, consumer groups, health maintenance organisations (HMOs) and other insurers.

Critics of direct-to-consumer (DTC) drug advertising contended that commercials such as those for Vioxx prompted patients to ask their doctors for expensive prescription medications that they did not need, and that, with considerable regularity, doctors complied.

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