Nurofen products pulled over ‘misleading’ claims

Australian Competition and Consumer Commission (ACCC) found no difference in the active ingredients across Reckitt Benckiser’s Nurofen Specific Pain products

In proceedings commenced by the ACCC, the Australian Federal Court has found that Reckitt engaged in misleading conduct in contravention of the Australian Consumer Law by representing that its Nurofen Specific Pain products were each formulated to treat a specific type of pain, when the products are the same.

The ACCC said that each product contains the same active ingredient – ibuprofen lysine 342mg and is no more effective at treating the type of pain described on its packaging than any of the other Nurofen Specific Pain products.

ACCC Chairman Rod Sims said: “The ACCC took these proceedings because it was concerned that consumers may have purchased these products in the belief that they specifically treated a certain type of pain, based on the representations on the packaging, when this was not the case.

Additionally, Sims said: “The retail price of the Nurofen Specific Pain Products was significantly higher than that of other comparable analgesic products which also act as general pain relievers.

“Price sampling conducted by the ACCC before the proceedings were commenced indicated that the  Nurofen Specific Pain products were being sold at retail prices almost double that of Nurofen’s standard ibuprofen products and the general pain relief products of its competitors.”

The Australian Federal Court ordered that Reckitt Benckiser remove the Nurofen Specific Pain products from retail shelves within 3 months.

The court has also ordered that Reckitt Benckiser publish website and newspaper corrective notices, implement a consumer protection compliance program and pay the ACCC’s costs.

Reckitt Benckiser admitted that it had engaged in the contravening conduct and consented to the orders made by the Court.

Source: ACCC