Non-celiac gluten sensitivity (NCGS) has recently been identified as a new clinical entity included in the spectrum of gluten-related disorders. NCGS manifests with intestinal and extraintestinal symptoms that improve after gluten withdrawal in individuals with negative serological tests of celiac disease and normal small-bowel mucosa. Pathogenesis of NCGS is unclear and we do not have a biomarker that can be used to identify this condition. Now we are observing another interesting phenomenon which is generating confusion among health care professionals. Self-prescription of gluten elimination by a growing number of patients potentially leads to a series of problems: subsequent inability to diagnose celiac disease correctly, deleterious health effects from the probably suboptimal adherence to gluten-free diet in the case of patients with undiscovered celiac disease.