[Health communication and public media: professionals need to be heard]

The exchange of information on individual healthcare and public health as well as public opinion on medical matters are characterized by their own systems of values, norms and conventions that are not always compatible. All of these aspects put together give public communication on health and care its complex and dynamic nature--where the interests of the individual and the community are often opposed. In this respect, the free interaction of publicity forces and the educational role of healthcare providers have traditionally been the backbone of policy in the Netherlands. There is only limited support by public money, only a few restrictions (for example, on direct-to-consumer drug-advertising) but no substantive guidance from the government. Websites funded from public money that provide information on healthcare have only been set up in the last few years. The Health Council of the Netherlands has recently proposed trust marking for screening tests only. Research is urgently needed with regard to health literacy, direct-to-consumer advertising and public communication on the appropriate use of care. Furthermore, professional opinion in the public arena is required as well as a more active role on the part of clinical and scientific professionals in the area of public debate.