With the wildly popular marketing campaigns of drugs touting benefits for erectile dysfunction, high cholesterol, sleep disorders, and anxiety attacks, the marketing departments of medical device makers are plunging into the direct-to-consumer market. They want to be able to place ads in print media, tv, and internet touting the benefits of their medical device such as stents, defibrillators, and surgically implanted hips and knees. However, some medical professionals including doctors are warning that the trend is a dangerous one for consumers. Just as the tv ads for drugs tend to emphasize the benefits of the drug while downplaying its risks, doctors are leary of allowing Madison Avenue replace good science. The new aggressive ad campaigns come at a time when medical device makers are facing more scrutiny from Congress and the FDA for their manufacturing processes as well as their marketing practices. If the device makers are allowed to market their products like the drug companies, the real loser is the consumer who may not be aware of the risks involved.