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The case of European regulation of pharmaceuticals is used to explore the usefulness of the distinction between negotiation and argumentation to analyze relationships between regulatory authorities and regulated firms. This article first examines the reasons for the existence of direct contact between health authorities and pharmaceutical firms. Second, it shows that argumentation can take place between these two actors, in spite of their diverging interests. Finally, the paper identifies the role of negotiation in debates. The author argues that even although they carry some risk, negotiation and argumentation can contribute to better decision-making concerning public health.