Conclusions
Clinical placebo use could be a publicly acceptable approach for combatting overprescribing in primary care. Acceptability appears to be highest for the use of open-label impure placebos for cases where overtreatment is likely to result in both personal side effects and negative consequences for wider society (e.g. antibiotic overprescribing), although personal risk concerns, individual differences and co-variates will need to be considered. Clinical research is necessary to test practicalities (e.g. around doctor-patient communication and trust) and develop guidelines around clinical placebo use across a range of specific prescribing contexts.