Nurofen owner Reckitt Benckiser (RB) has been ordered to remove a range of painkillers from shelves in Australia, after the packaging of the products was deemed to be misleading. Nurofen Back Pain, Nurofen Period Pain, Nurofen Migraine Pain and Nurofen Tension Headache have all been found to be exactly the same product, though RB’s pricing and marketing methods were designed to trick consumers into thinking they were tailored to treat specific types of pain.
Each of the products above contained identical amounts of ibuprofen lysine, though RB hiked up prices significantly to hoodwink customers. Australian judge Justice James Edelman has given RB three months to get rid of them, and RB says it will play ball, though only in Australia. The company may also face fines.
RB says it plans to alter its packaging Down Under, though a Nurofen spokesperson has clarified that all of the offending products will remain unchanged elsewhere. [Independent]
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