Nurofen’s “straight to the source of pain” claim banned

August 10, 2012 by
Filed under: Spinewave Bulletin 

Nurofen’s manufacturer is faced with a marketing headache after its longstanding claim the drug “goes straight to the source of pain” was ruled misleading.

The Therapeutic Goods Administration has told Reckitt Benckiser it must not use the claims for headache pain in ads for its ibuprofen-based product, after reviewing an earlier finding from last August.

The company disputed the original finding and lodged an appeal. Now the TGA has told Reckitt Benckiser to “withdraw the Live Well Headache television advertisement, which was the subject of the complaint” and not to use the same claim in future.

The company, which has not run the ads since June 2011, said it would comply with the order.


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