Rory Sutherland tells how painkillers like Nurofen charge you more for the same medicine.

Painkillers like Nurofen have faced criticism and scrutiny for charging more for the same drug by labeling them for specific types of pain, such as "Nurofen for Headache" or "Nurofen for Period Pain." The active ingredient in these products is the same—ibuprofen—yet the marketing and packaging suggest they are uniquely formulated for different types of pain.

Investigations and studies have revealed that products marketed for specific pains, such as Nurofen for Headache, Nurofen for Period Pain, Nurofen for Back Pain, and Nurofen for Migraine, contain the same active ingredient and dosage—ibuprofen 200mg. Despite this, they are often sold at different prices.

Consumer rights groups and regulatory authorities have criticized this practice as misleading. The Australian Competition and Consumer Commission (ACCC) took action against Reckitt Benckiser, the maker of Nurofen, leading to a fine and a requirement to change their packaging to more accurately reflect the contents and purpose of the medication.

In 2016, Reckitt Benckiser was fined $6 million by the Federal Court of Australia for misleading consumers with their Nurofen Specific Pain products. The court found that the packaging and marketing falsely implied that the products were formulated to treat different types of pain, despite containing the same active ingredient.

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