Four of the world's biggest pharmaceutical companies are proposing to launch a television station called Pharma TV featuring "health news and features", your article reports (Coming soon: the shopping channel run by drug firms, May 21). The same source admitted that this medium would provide an opportunity for "detailed information from drug companies about their medicines".

This move can only be described as QVC for patients - far from a benevolent information service. To claim otherwise is an insult to consumers' intelligence.

Our research shows that people believe drug companies will not provide comprehensive information about side-effects and will try to convince us we have illnesses that we do not. Patients need real, independent information, not more brand awareness. Drug companies have products to push, and Pharma TV would simply be furthering their profits.

The industry claims that this is a way to "give patients more information", but it's likely to be information to stoke up demand for their products. And at no stage have we, or any other consumer organisation, been invited to discuss industry plans. Before claiming public and patient support for their proposals, it might have been sensible for the industry to talk to Which?, Europe's largest independent consumer group, or other consumer voices.

A related article highlighted the fact that drug companies and patient groups are trying to overturn direct-to-consumer advertising of prescription-only medicines - something that Which? has been campaigning against for years (Drug firms and patient groups join in fight to overturn advertising ban, May 21). The companies are attempting to "enlist a major new ally in their struggle for profits - the patient", and Pharma TV is a prime example of things starting to move in this area.

The European commission has been meeting behind closed doors to discuss plans to relax the current direct-to-consumer advertising ban. For some reason the commission doesn't want to hear the consumer view in a debate that so often cites consumer benefits at its core. These plans could wreak havoc on our NHS, leading to patients demanding ever more expensive and heavily branded drugs. The truth is that when you're ill you need information you can trust from sources that are independent.

Most alarmingly Rodney Elgie - president of the mental health organisation GAMIAN-Europe - compared the selling of prescription-only drugs to that of "washing powder". As far as we know, washing powder is not a product that needs the independent and expert advice of a health professional in order for a consumer to decide which brand they need. The side-effects of using the wrong washing powder can't be compared to those of an unsuitable drug.

Is this really about improving consumers' health and use of medicines, or is it about increasing the market for pharmaceutical drugs? Most people instinctively know the answer; and while decisions are made behind closed doors, our trust in the industry's motives will not improve.

· Nick Stace is campaigns director of Which?

health.campaignsteam@which.co.uk