15th Dec 2015 16:28
LONDON (Alliance News) - Consumer goods giant Reckitt Benckiser Group PLC is facing an investigation from the UK's Advertising Standards Authority after complaints were made that the company misled consumers with claims about the painkilling effects of its Nurofen product range.
FTSE 100-listed Reckitt, which makes products including cleaning brand Cillit Bang, Durex condoms and Finish dishwashing tablets, already took a hit this week after an Australian court ruled it had deceived consumers by marketing Nurofen products for different pains, including migraine or back pain, despite each product containing the same ingredients.
The Advertising Standards Authority said it had received 12 complaints that a television advert for Nurofen Express was misleading. The advert claimed the product directly targets muscles in the head. The complainants have specifically challenged the claim made that the product "gives you faster headache relief than standard paracetamol or ibuprofen".
The ASA said its investigation into the complaints is ongoing, and Reckitt said it would not comment further until the probe is completed, though it did say: "We believe in the rigorous science behind the claims that we make."
Reckitt admitted to the charges levelled against it in Australia and said it would comply with the order to remove all the pain-specific Nurofen products from the shelves within three months. In addition, the company will have to use an interim, corrective packaging arrangement for the products which tells consumers that each product is equally effective for any type of pain.
Rod Sims, the chairman of the Australian Competition and Consumer Commission, said the regulator's investigation also had found that Reckitt was selling the pain-specific products for around twice the price of its regular Nurofen options and the general pain relief offerings from its competitors.
Reckitt shares were up 1.3% to 6,169.00 pence late Tuesday.
By Sam Unsted; [email protected]; @SamUAtAlliance
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