AUTH/1946/1/07: Reckitt Benckiser Healthcare – ‘Quick Guide’ insert on childhood fever ruled disguised promotion and misleading (Nurofen for Children)

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Key facts

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Case number	AUTH/1946/1/07
Complainant	Pfizer Consumer Healthcare
Respondent	Reckitt Benckiser Healthcare
Material	Two-page ‘Quick Guide’ bound-in insert in The Practitioner
Product	Nurofen for Children (ibuprofen suspension)
Main issues	Disguised promotion; misleading overall message and selective interpretation of evidence; misleading chart (suppressed zero); missing required information (generic name adjacency, PI signposting, AE reporting info)
Applicable Code year	2006
Complaint received	19 January 2007
Case completed	4 April 2007
Appeal	No appeal
Breach clauses	4.6, 4.7, 4.10, four breaches of 7.2, breach of 7.8 and 10.1
Sanctions	Undertaking received; Additional sanctions: Not stated
Source	PMCPA case page and Code of Practice Review May 2007

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Reviewed by Dr Anzal Qurbain (FFPM) — ABPI Final Signatory

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What happened

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Pfizer Consumer Healthcare complained about a two-page ‘Quick Guide’ bound-in insert in The Practitioner (Nov 2006) titled ‘Best practice in childhood fever – the comfort cycle’.
The insert stated it was “Supported with an unrestricted educational grant from Reckitt Benckiser Healthcare” and referred repeatedly to Nurofen for Children (ibuprofen suspension), including use of a stylised Nurofen ‘target’ logo.
Pfizer alleged the piece was an ‘advertorial’ (promotional) presented as independent editorial, and that it selectively interpreted evidence (including unpublished “data on file”).
Key allegations included: misleading overall message (“best practice”/“treatment of choice”), misrepresentation of the Dover study (primary endpoint not favourable; focus on parent preference; “comfort cycle” presented as fact though a working hypothesis; anxiety not measured), irrelevant citation (Eccleston et al on adolescent chronic pain), a misleading bar chart using a suppressed zero, and an unsubstantiated analgesia comparison.
Pfizer also alleged technical omissions: non-proprietary name not adjacent to the most prominent brand display, no statement directing readers to prescribing information, and no adverse event reporting information.
Reckitt argued the item was educational and (as an OTC product) outside ABPI Code scope; if promotional, it was aimed at recommendation for purchase rather than prescribing. Reckitt said editors had final control and that declaring the grant meant it was not disguised.

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Outcome

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The Panel ruled the insert was within the scope of the ABPI Code because it referred to “prescribing” and would encourage some doctors to prescribe.
The Panel found Reckitt Benckiser Healthcare responsible for the content because the arrangement was not strictly arm’s length (company provided information, could comment on the final article, paid for inclusion) and the insert used brand logos.
Disguised promotion was found: the sponsorship declaration implied independent educational content, but the company was “inextricably linked” to production and the piece functioned as promotional material for Nurofen for Children.
Multiple findings of misleading presentation/claims were upheld, including selective and unfair reflection of study results and misleading graphical presentation.
No appeal was recorded.

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AUTH/1946/1/07: Reckitt Benckiser Healthcare – ‘Quick Guide’ insert on childhood fever ruled disguised promotion and misleading (Nurofen for Children)

Key facts

What happened

Outcome

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