response to a BMJ article, says patients don't care whether antidepressants are merely placebos. He seems to suggest that the placebo effect shouldn't be "explained away". He even suggests GPs should prescribe herbal medicines, presumably even if these remedies have not been shown to be better than placebo.
I do agree with his motivation to avoid patients with mild depression being sent away "empty handed". But is Jessop really encouraging doctors to deceive their patients? I agree the value of the placebo effect shouldn't be minimised and the relationship between doctor and patient is important. But using dummy drugs and other phoney interventions is unethical (see my BMJ letter). Placebos (and antidepressants if they are merely placebos) should not be used to exploit patients.