Drug giant Reckitt Benckiser ordered to pulling anaesthetics off Australian shelves after acknowledging makes sold for certain types of hurting were identical

The drug giant Reckitt Benckiser was ordered on Monday to gather some of its favourite Nurofen painkiller brands off shelves in Australia after national courts ruled it had realized misleading claims.

The company has admitted to selling identical makes “thats been” sold to treat certain types of hurting, and for nearly double the cost of its standard painkiller.

The Australian federal court has ruled that the multinational misinformed shoppers after Nurofens smorgasbords for back hurting, period hurting, migraine hurting and tension headaches were all found to contain the same active ingredient, 342 milligrams of ibuprofen lysine.

The court ordered that Nurofen Back Pain, Nurofen Period Pain, Nurofen Migraine Pain and Nurofen Tension Headache be removed from retail shelves within three months.

The consumer watchdog launched the court action against the UK-based pharmaceutical firm earlier this year.

The chairman of the Australian Competition and Consumer Commission, Rod Sims, said the price of Nurofens targeted hurting succor stray was significantly higher than that of other comparable products.

The Nurofen specific hurting makes were being sold at retail prices nearly double that of Nurofens standard ibuprofen makes and members of the general hurting succor makes of its contestants, Sims said.

He said any images which were difficult for the interests of consumers to measure would now face greater scrutiny from the ACCC.

The ACCC took these proceedings because it was concerned that consumers may have obtained these products in the belief that they specifically treated a certain type of hurting, based on the representations on the box, when this was not the case, Sims said.

Truth in marketing and consumer issues in the health and medical sectors are priority areas for the ACCC, to ensure that consumers are given accurate information when making such a buy decisions.

The company was also ordered to publish website and news article to clarify its status, implement a consumer protection compliance program and pay the ACCCs costs.

Nurofen did not set out to mislead shoppers, a Nurofen spokeswoman, Montse Pena, said in a statement on Monday.

Nurofen has cooperated with the ACCC in relation to these proceedings and will fully comply with the court order made today.

In Australia, Reckitt Benckiser marketplaces and gives a range of purchaser health and household brands, including Nurofen, Mortein, Clearasil, Finish, Airwick and Gaviscon.

A court hearing on a likely fine is hitherto to be scheduled.

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