There has recently been a row about the marketing of pain killers. The makers of Nurofen have been accused of selling the same formulation at different prices for different conditions and claiming in advertising that they are "targeted" at particular sorts of pain. Australia has banned the ads.
In commenting on the row London Evening Standard columnist Richard Godwin said the following (my highlights):
What you’re paying for is the placebo effect of the marketing — and this is not as negligible as it might appear.
In the US, where drugs companies are allowed to market to consumers much more aggressively than here, researchers have noted a 30 per cent increase in placebo effectiveness from 1990-2013. In Europe there was no change.
This was news to me. But is he right? Has placebo effectiveness increased in the USA?