In total, 37 per cent of requests for an over-the-counter migraine treatment requiring the patient to complete a questionaire were not dealt with satisfactorily, according to the investigation's panel of three pharmacists. In 40 per cent of cases it was said that sales assistants did not alert the pharmacist to the sale and 20 per cent of sales assistants who conducted the sales did not ask 'a single question'. One fifth of responses to emergency contraception requests were also considered unsatisfactory by the test, with four pharmacies particularly criticised for their questioning of the patient at the counter.

Which? said that 44 per cent of pharmacies visited for the report failed to give satisfactory advice on persistent travellers' diarrhoea, saying that the majority of these enquiries were dealt with by sales assistants who did not alert the pharmacist.

How does this publicity make you feel about the profession? Disappointed, perhaps even embarrassed? Certainly pharmacists' professional pride may have been dented, particularly given that this is an absolutely fundamental area in which we have to deliver high quality and consistency. One can always argue that community pharmacies are an easy target, simply because of their accessibility or pour scorn on the quality of the research and a small sample size. However, the more prudent approach is probably to assume that there is no smoke without fire and that questions have to be asked about the quality of advice provided, especially by medicine counter assistants, as in this instance.

Let's remind ourselves of why this is all so important by looking at questioning in the pharmacy environment.