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Community pharmacists are readily accessible healthcare providers and medicine experts in the community setting and their counsel is often sought by patients and consumers on a number of subjects including the use of dietary supplements. Their role in the sale of and advice regarding natural health and drug alternatives has never been more relevant. The recent National Health Service (NHS) Interim People Plan calls for the NHS to put all staff front and centre of the way it operates and identifies pharmacists as a critical part of multidisciplinary teams, providing care across a wide range of increasingly complex patient needs. Despite existing demand to counsel patients on a vast range of medicines, more and more consumers are looking to their pharmacist to support and enhance their knowledge regarding the relevance of a growing range of supplementary nutrients now available. Nutritional supplementation is increasingly becoming the consumer's first choice for 'drug free' treatment or natural prevention that provides a true sense of taking control, which the prescription process often denies them. The vast and growing depository of information on the internet is certainly fuelling this, but as much of this is brand derived content, information, it can often be generic with a 'one size fits all' marketing message.