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[e-drug] ACCC takes on Reckitt Benckiser (Australia) Pty Ltd over Nurofen promotion

E-DRUG:  ACCC takes on Reckitt Benckiser (Australia) Pty Ltd over Nurofen 
promotion
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The Australian Competition and Consumer Commission (ACCC) recently released
its Compliance and Enforcement Policy identifying truth in advertising and
consumer issues in the health and medical sectors as key areas of priority
for 2015.

In their first case for 2015 the ACCC has instituted proceedings in the
Federal Court of Australia against Reckitt Benckiser (Australia) Pty Ltd
alleging that it made false or misleading claims about its Nurofen product
range (Nurofen Back Pain, Nurofen Period Pain, Nurofen Migraine Pain, and
Nurofen Tension Headache).

The company claims that each product was designed and formulated to treat a
specific kind of pain, had specific efficacy in treating a particular type
of pain; and solely treated a particular type of pain.

The ACCC alleges that these representations were false or misleading because
the caplets in all four Nurofen Specific Pain Products are identical and
each contain the same active ingredient, ibuprofen lysine 342mg. Recent
price sampling conducted by the ACCC revealed that these products are being
sold at retail prices around double that of Nurofen's standard ibuprofen
products and standard products of its competitors.

The ACCC is seeking declarations, injunctions, an order for the publication
of corrective notices, penalties and costs. See:

http://www.medreach.com.au/?p=1242   

Enjoy
---
Dr Ken Harvey
Adjunct Associate Professor
School of Public Health and Preventive Medicine 
Monash University
http://www.medreach.com.au
"Ken Harvey" <k.harvey@medreach.com.au>

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