Novartis Doan's Ads Superiority Claims "Material" To Consumers, Court Says
This article was originally published in The Tan Sheet
Executive Summary
Advertising for Novartis Consumer Health's Doan's Pills as a back pain treatment made implied, deceptive claims of superiority that were material to consumers' purchasing decisions, a federal appeals court says.
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Doan's pills
Analgesic bearing FTC-mandated corrective statement reaching stores now. In July 1999, the commission directed Novartis Consumer Health to include on all packaging for five years the statement: "Although Doan's is an effective pain reliever, there is no evidence that Doan's is more effective than other pain relievers for back pain." Novartis began shipping the new packaging Sept. 18 after an appeals court upheld the FTC order (1"The Tan Sheet" Aug. 28, p. 4)
Doan's pills
Analgesic bearing FTC-mandated corrective statement reaching stores now. In July 1999, the commission directed Novartis Consumer Health to include on all packaging for five years the statement: "Although Doan's is an effective pain reliever, there is no evidence that Doan's is more effective than other pain relievers for back pain." Novartis began shipping the new packaging Sept. 18 after an appeals court upheld the FTC order (1"The Tan Sheet" Aug. 28, p. 4)
Doan's pills
Analgesic bearing FTC-mandated corrective statement reaching stores now. In July 1999, the commission directed Novartis Consumer Health to include on all packaging for five years the statement: "Although Doan's is an effective pain reliever, there is no evidence that Doan's is more effective than other pain relievers for back pain." Novartis began shipping the new packaging Sept. 18 after an appeals court upheld the FTC order (1"The Tan Sheet" Aug. 28, p. 4)