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Verdict likely to spark crackdown in the way companies are allowed to market general painkillers

The advertising watchdog has banned a TV ad for Nurofen for misleading viewers with claims it has special painkilling prowess, in a landmark ruling likely to spark a crackdown in the way companies are allowed to market general painkillers.

The ruling by the UK’s Advertising Standards Authority follows a separate action by Australia’s Federal Court which fined Reckitt Benckiser, the manufacturer of Nurofen, A$1.7m (£940,000) for misleading customers by claiming its products targeted specific pains, such as migraines.

Related: Nurofen's maker misled consumers over painkillers' contents, court rules

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