NARB PANEL RECOMMENDS NOVARTIS DISCONTINUE CLAIMS THAT EXCEDRIN STARTS RELIEVING HEADACHE PAIN FASTER THAN ADVIL Claims at Issue Challenged by Pfizer Consumer Healthcare
- “Excedrin starts relieving headaches faster than extra strength Tylenol and Advil.”
- “Excedrin Extra Strength starts RELIEVING HEADACHE PAIN FASTER than … Advil*”
- *“Based on clinical trials of Excedrin Extra Strength Tablets versus Advil tablets.”
- “Excedrin Extra Strength starts RELIEVING HEADACHE PAIN FASTER than the top two pain reliever brands*”
- “Based on clinical trials versus Advil tablets”.
- Pfizer argued that the challenged advertising conveyed to consumers the following
- messages:
- Excedrin tablets start relieving headache pain faster than Advil tablets – a tablet-to-tablet claim.
- All Excedrin products start relieving headache pain faster than all Advil products – a product line claim.
- Time to at least half relieved pain
- Time to complete pain relief
- Weighted sum of pain intensity difference scores • Time to meaningful pain relief
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