Tuesday, July 09, 2013

Australia targets Nurofen

Nurofen told to withdraw ad claims about ‘targeted relief’

Pain relief brand Nurofen has been reprimanded by the Therapeutic Goods Administration over its claims of “targeted relief”.

The Reckitt Benckiser brand was brought before the complaints resolution panel of the TGA over claims in the ad, made by Havas Worldwide, that Nurofen targets the source or cause of pain.

In a decision, the TGA upheld the complaints and ordered that the brand withdraw “any representations that the advertised products target the source of pain or cause of pain”.

Nurofen told to withdraw ad claims about targeted relief    Targeted Relief 468x242

It also ordered that the brand withdraw advertising that claims to travel directly to or target specific sites on the body.

Nurofen has recently drawn media and academic criticism for its “target relief advertising” campaigns.

In May, academics Felicity Veal and Juanita Westbury wrote on The Conversation: “Put simply, Panadol and Nurofen (and other equivalent brands) are unable to “target” specific regions or types of pain.”

The brand was also targeted by The Chaser’s Checkout program which highlighted how ibuprofen could be used for broader pain relief it could not provide specific relief to target areas.

In a statement Reckitt Benckiser said it was aware of the TGA determination regarding Nurofen and is currently in discussions with the TGA complaints resolution panel.

“Reckitt Benckiser takes consumers’ health and safety seriously, and is committed to developing high quality, safe and effective products consumers can use with confidence,” said the company.

Nic Christensen 

July 9th, 2013 at 11:52 am


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