I have worked in marketing for over 30 years. I know the monster that I, and other marketers, have created. The monster is called FUD: fear, uncertainty and doubt. To come to my own defence, I’ve only ever worked in the business-to-business end of marketing. It’s trickier to instil fear, uncertainty and doubt into a hard-bitten business decision-maker than Joe Public. But we try anyway. But the assault on the buying public, coercing them to take drugs they almost certainly don’t need, has been going on for years. And this has especially been the case in the so-called “developed world”.