ASA Adjudication on Procter & Gamble (Health & Beauty Care) Ltd

Ad

A TV ad, for the ThermaCare heat wrap, claimed "for back pain, now there's something that's as effective as taking six ibuprofen tablets". On-screen text stated "2 X 200mg TABLETS, 3 X DAILY. WHEN WORN FOR 8 HOURS". On-screen text at the end of the ad stated "1 WRAP UP TO 1 DAY'S PAIN RELIEF".

Issue

The complainants challenged whether the ad was irresponsible, because it implied it was acceptable to take 6 ibuprofen tablets in one dose.

BCAP TV Code

Response

Procter & Gamble thought that the on-screen text "2 X 200mg TABLETS, 3 X DAILY. WHEN WORN FOR 8 HOURS" made clear that the ad compared the effects of Thermacare and ibuprofen over the course of a day.

The Broadcast Advertising Clearance Centre (BACC) endorsed Procter & Gamble's comments and pointed out that the on-screen text gave the normal dosage rate.

Assessment

Not upheld

The ASA noted that the ad depicted a day in the life of a Thermacare user. We considered that the visual narrative, combined with on-screen text that stated "2 X 200mg TABLETS, 3 X DAILY. WHEN WORN FOR 8 HOURS", made clear that the claim "as effective as taking six ibuprofen tablets" referred to the effects of the product over the course of a day compared with the effects of ibuprofen taken at the normal dosage and did not imply that it was acceptable to take six ibuprofen tablets in one dose.

We investigated the ad under CAP (Broadcast) TV Advertising Standards Code rules 6.7 (Health and safety), 8.1.4 (Encouragement of excess) and 8.2.13 (Comparisons), but did not find it in breach.

Action

No further action necessary.

Adjudication of the ASA Council (Broadcast)