In New Zealand, GlaxoSmithKline has pleaded guilty to 15 representative charges of breaching the NZ Fair Trading Act by making misleading claims about the Vitamin C content of Ribena. The New Zealand Commerce Commission investigated after a complaint from two college students who tested the drink for a science project.
In the Auckland District Court, GlaxoSmithKline was fined NZ$227,500, and ordered to undertake a nationwide campaign of corrective advertising in newspapers to explain that some forms of Ribena contain no detectable level of vitamin C.
In Australia, GlaxoSmithKline recently self-reported the discrepancies to the Australian Competition and Consumer Commission and provided court enforceable undertakings in relation to similar issues.
From the PR point of view, not only has this damaged GSK's reputation but has also shown its poor attitude in the way the company responded to the initial allegations. (more at PR Disasters).
UPDATE: See Ribena's TV ad
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