Media Watch: NHS branding

What price clarity? About £2m reckons London's Evening Standard. That is the price tag it totted up for primary care trusts abandoning their old titles in favour of the simpler "NHS" brand.

The change was announced in the next stage review in June but the paper does not let the fact that it is old news stand in the way of its favourite sport: NHS manager-bashing.

Norfolk spent £15,000 on its rebranding; ergo we have a bill for London of £500,000 and nationally £2m. The verdict: a costly exercise at public expense.

Elsewhere, prime minister Gordon Brown's plans to boost transplant rates by changing the law received a slap in the face from the very country cited as the model for the change. Spain has presumed consent and the argument runs that we should follow suit. A dangerous premise, Rafael Matesanz, director of Spain's national transplant organisation, told The Guardian. "There is no country in the world where there has been a sustained improvement after changing the law."

The top-up row runs on. The Mail and The Independent reporting West Sussex PCT's row with 55-year-old Colin Ross over funding four courses of Revlimid for his multiple myeloma. He will be dead by Christmas without it, his lawyer told the High Court. We have to make difficult commissioning decisions, replied the PCT.

The Daily Mail, continuing its fine tradition of responsible public health reporting, came up with news of a secret government report which warns that pay-as-you-throw bin taxes will encourage people to burn rubbish - releasing cancer-causing chemicals.

Finally, someone else who would probably rather the headlines just went away: health minister Ivan Lewis, who has had to apologise after sending a stream of text messages to a civil servant. Headline of the week to The Sun, then, for "Txt pest MP dun4".