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Reckitt Benckiser breaches the Code of Advertising Practice
In 2007 the ASA accepted a voluntary undertaking from Reckitt Benckiser to change the font size of a disclaimer appearing on the packaging for its Dettol Hand Liquid Wash. During January 2008 Reckitt was found to have breached this undertaking, by disseminating products containing the unamended label after the relevant deadlines lapsed.
The ASA found during June 2008 that:
- "While the breach in issue may only have endured for a short period of time, we do not agree that there was no intentional or deliberate breach of the ruling or the Code... it is no excuse that unforeseen circumstances caused delays in production and distribution of the product.”
- “Reckitt Benckiser has at least been honest in admitting the breach and there is nothing persuasive before us to suggest that the breach in question is an ongoing one.”
The ASA ruled that Reckitt Benckiser should publish this publicity statement in the Sunday Times, Rapport and Bizcommunity website.
Reckitt Benckiser is committed to honest and truthful advertising and to uphold the principles of the Advertising Standards Authority.
Editorial contact
Sophy Rapanyane
Media Tactician
applied media logic
E-mail:
Tel: (011) 807-7559
Fax2Email: 086 218 1232
