| Summary: | <p>The methods and results of a practical exercise based on the movie <em>Love and Other Drugs </em>(2010) by Edward Zwick are presented. The exercise was part of the teaching activities in General Pharmacology, in the third year of the medicine degree. The teaching objectives included to perceive different views on the use of drugs (marketer/prescriber/ patient/society), to obtain critical opinions on promotional activities and to get familiar with the ethical codes controlling advertising activities. Two sessions of 2.5 hours were done, separated by two weeks. During the first one the activity was introduced and organized, and the film was viewed. During the second session the students exposed and discussed work which had been prepared guided by a number of specific questions. The resources present in the film were an excellent vehicle for establishing a strong interaction with students, to guide reflections on the importance of drugs in society, to address the need for ethical codes, the differences between licensed indication and off-label use, and to emphasise the use of the SmPC as key reference information. In conclusion, the exercise served to provide students some tools for ethical consideration on their future responsibilities as decision makers in drug prescribing.</p>
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