Intended for healthcare professionals


Nurofen advertisement was misleading, says watchdog

BMJ 2016; 353 doi: (Published 30 June 2016) Cite this as: BMJ 2016;353:i3669
  1. Clare Dyer
  1. 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 …

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