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Two recently published papers tried to measure it. They looked at people who took part in randomized controlled trials of various drugs, and who were given placebos. Because different drugs have different known side effects, if the nocebo effect is real, the side effects reported by the placebo group should depend on the drug they think they might be taking. As the authors of one of the papers put it:
In a typical clinical trial, the subjects know they can receive either the active medication or the placebo and, accordingly, they are informed about the possible adverse events they may experience during the trial. ... Therefore, informing subjects about the possible adverse events they may experience, may have a significant impact on their expectations and experiences of negative effects.
Both papers found that reported side effects do indeed depend on the drug being studied. In the antidepressant paper, people who believed they might be on tricyclic antidepressants (TCAs) reported many more "side effects" than those in trials of SSRIs. These included dry mouth, drowsiness, constipation, and sexual problems. This makes sense, because TCAs do have worse side effects than SSRIs.
Likewise, for the migraine trials, the placebo groups in trials of anticonvulsants reported more symptoms associated with those drugs, such as dizziness and sleepiness. Placebo groups in trials of NSAIDs (like aspirin) were more likely to report upset stomachs and so forth. Finally, in trials of triptans, which have very mild side effects, the placebo group reported few problems.
It's also interesting to compare the two papers. None of the migraine trial placebo patients reported experiencing sexual problems, while many of the antidepressant placebo patients did. Some antidepressants can cause sexual problems, while migraine drugs generally don't.
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Nevertheless, there's an important lesson here. Anecdotal evidence about drug's side effects shouldn't be accepted at face value, any more than anecdotes about their benefits. Drugs do, of course, cause adverse effects. But some drugs have worse reputations than they deserve in this regard. In such cases, nocebo effects might account for some of the reported problems...
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