Should medication ads be allowed to be mass marketed?

Pharmaceutical companies have vociferously fought for the right to advertise and market their products (medications and procedures) directly to the public via mass media to make know the availability to as many persons as possible. This is done primarily under the constitutional right of free speech and freedom of the press. Medical associates have routinely opposed this insisting that the discussion of potential medications directly to the patient absent filtering by the physician leads to patients demanding medication that are not appropriate in their case. Which should be the case and why? Should medication ads be allowed to be mass marketed?