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Panadol win

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Reckitt Benckiser (RB) has been banned from making claims that ibuprofen gives faster and more effective relief from pain caused by common headaches

The Federal Court has found that RB engaged in “misleading” and “deceptive” conduct. Federal Court judge Lindsay Forster granted a permanent injunction and ordered RB to pay GSK’s costs.

The case brought by GSK concerned RB’s comparative advertising 2015 campaign, which it was alleged were based on a single clinical trial with two other studies failing to replicate the results.

The Court was told that in general the purchase of over-the-counter pain products, were a planned purchase for between 82% and 91% of consumers. In the strong pain category, brand was important, while in the every day pain category, the active ingredient was most important.

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