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”.
It also ordered that the brand withdraw advertising that claims to travel directly to or target specific sites on the body.
Great, about time! Now to address the companies that claim their products work faster.
Another scalp for Checkout. Good work guys.
This makes me SOOOOO happy. I find lack of truth in advertising infuriating. Now to stop the Glenn20 ads and Dettol ads claiming that their products kill 99.9% of bacteria and viruses. YOU CAN’T KILL A VIRUS! It’s not alive! *Deep breath*. Yes, I know. I have issues…
Same old story here though isnt is!?
How many times do you hear adverts stating said product ”helps stops the affects of ageing”
repeatedly punching a brick wall helps knock it down, doesn’t mean it’s particularly effective..
Excellent 🙂
Next target Bogus Toothpaste adverts…!?
Now to relieve their painful advertising…
Brilliant decision!
Panadol is no better with it’s “Optizorb” gimmick! “Optizorb” is their agency creating a term and a fancy way to say “optimum absorption”.
And where are the millions of $$$’s in settlement money to reimburse Aus consumers for having to put up with the lies and bullshit for so long?
Reckitt Benckiser knew EXACTLY what they were doing when they made the call to advertise in this way. Make an example of them with a hefty fine, or watch this same joke of a cycle repeat again and again.
I loved the dreamy idea of a pill hunting scurrying down through a vein and numbing a pain area. Never believed it, though. It’s advertising, after all!
They can make any kind of claim they like as far as I’m concerned – Nurofen Plus is da bomb and always takes my pain (hangover) away STAT! The day they make Nurofen Plus prescription only will be a dark day indeed.
I wondered how they got away with this campaign. Anyone who works in marketing knows the lawyers would have been choking on that claim.
Come on Umbrella: finger the agency that does tis stuff!
Hi peepee,
I refer you to the second paragraph.
Cheers,
Tim – Mumbrella
Oh the power of the TGA: the order was made on 12th June 2013 following a decision made on the 17th JANUARY:
http://www.medreach.com.au/wp-.....urofen.pdf
The current website remains unchanged from the pictures in the report.
Don’t hold your breath.
It’s not just their advertising, it’s an entire product strategy.
They have about 10 ‘different’ Neurofen product lines, all with identical ingredients, yet they are branded differently, some with different price points.
RB should be held accountable more than agency.
I usually just go for the cheaper unbranded Ibuprofen.
I have to agree with @Leeroy in that Toothpaste/brush advertising has to be the next one to cop it.
When buying toothbrushes I usually go for the one with the most rubber/plastic/toungue brushing and scraping abilities as possible – purely because it looks the best and clearly – science.
Whilst in the UK Colgate had come out with a new one that was just a normal army regulation toothbrush with thinner, longer, almost eyelash like bristles and were touting this contraption as the new black.
Why then have I been pulverizing my gums with rubber spikes if the best way to get cleaner teeth was with a feather duster.
Why Colgate. Why do you gotta do me like that.
Good. But they need a bigger stick, preferably with barbed wire wrapped around it
I’m with Mike. Egregiously segmented pain relief versions, which are the same thing in a different box, are the shadiest idea I’ve seen.
Come on – who really cares about toothpaste. I reckon a line that said “this toothpaste will help improve your sex life” would be a goer. Probably right too.
Agree about slamming them for falsely claiming ‘targeted relief’ but I don’t think have different (er the same) products at different price points is wrong.
Consumers need to take some responsibility for looking up the ingredients (listed on the back) and finding out about them (in 3 seconds on Google).
I hope the Reckitt Benckiser genius who signed off on the claim can find something to relieve the pain his or her arse is going to be in after the inquest on this o e.