Strepfen ad­ver­tis­ing ban

Pharmacy Daily - - News -

PHAR­MACY pointof-sale ad­ver­tis­ing com­par­ing Reckitt Benckiser’s Strepfen with iNova’s Dif­flam has been per­ma­nently barred, with the

Fed­eral Court last Fri fi­nal­is­ing pro­ceed­ings in a case brought by iNova ear­lier this year al­leg­ing mis­lead­ing or de­cep­tive con­duct.

The of­fend­ing ad­ver­tise­ment (pic­tured) re­lied on a 2001 Syd­ney Univer­sity study un­der­taken by Pro­fes­sor S.I. Ben­ri­moj, but did not dif­fer­en­ti­ate be­tween the var­i­ous Dif­flam prod­ucts and in par­tic­u­lar the stronger Dif­flam Plus va­ri­ety.

An in­ter­locu­tory or­der in Aug re­quired Reckitt Benckiser (RB) to make a writ­ten re­quest to each phar­macy in which the ad­ver­tis­ing ap­peared, ask­ing that the Strepfen point of sale posters be re­moved from dis­play un­til fur­ther no­tice.

Sub­se­quent to that hear­ing, a judge­ment pub­lished in late

Sep gave rea­sons for the or­ders, which par­tic­u­larly cen­tred on claims of “longer last­ing re­lief” which were dis­puted by iNova on the ba­sis of in­clu­sion and ex­clu­sion cri­te­ria in the Ben­ri­moj study, as well as rep­re­sen­ta­tions on the poster which re­lied on claims made on stan­dard Dif­flam packet no­ta­tions.

Last Fri’s or­ders fi­nalised the case, mean­ing RB is re­strained from fur­ther dis­tribut­ing the Strepfen poster and sim­i­lar elec­tronic bill­board ad­ver­tise­ments.

The case notes in­di­cated Dif­flam holds the largest mar­ket share in phar­ma­cies by value for the med­i­cated throat prod­ucts cat­e­gory, at around 40%, and the lozenges cat­e­gory, around 44%.

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