"As reluctant as many pharmacists and consumers are to take the extra time, it is worth one last extra check to make sure nothing will go wrong, " says Michael Negrete, chief executive of the Pharmacy Foundation of California.

WSJ: When 'Use Only as Directed' Isn't Easy

Sue Sharpe, Chief Executive of the Pharmaceutical Services Negotiating Committee (PSNC), the body that represents community pharmacy on NHS matters, also welcomed the change.

BBC: Drug ad ban lifted