Nurofen advertisement was misleading, says watchdogBMJ 2016; 353 doi: https://doi.org/10.1136/bmj.i3669 (Published 30 June 2016) Cite this as: BMJ 2016;353:i3669
- Clare Dyer
- The BMJ
The UK advertising watchdog has banned a TV advertisement because it misled consumers by suggesting that Reckitt Benckiser’s branded ibuprofen product, Nurofen Joint and Back Pain Relief, could target particular areas of the body.
In a decision that could signal a crackdown on the marketing of general painkillers for specific purposes, the Advertising Standards Authority (ASA) ruled that the ad was misleading because it “implied that the product had a special mechanism which meant it specifically targeted back and joint pain, and was especially effective at relieving those sources of …