PT  - JOURNAL ARTICLE
AU  - Katherine L. Twomey
AU  - John G. Knight
AU  - Lisa S. McNeill
TI  - Damage Control
AID  - 10.2501/JAR-51-2-394-403
DP  - 2011 Jun 01
TA  - Journal of Advertising Research
PG  - 394--403
VI  - 51
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/51/2/394.short
4100  - http://www.journalofadvertisingresearch.com/content/51/2/394.full
SO  - J Advert Res2011 Jun 01; 51
AB  - Deceptive claims in advertising can cause serious damage to a firm's reputation. Prior research revealed that consumers who recognized deception in an advertisement in turn generally would develop a negative perception of advertising. The authors explore the issue of how a company can recover consumer trust after being caught in a deceptive advertising episode. In particular: GlaxosmithKline, among the world's largest pharmaceutical companies by turnover, pleaded guilty in 2007 in a New Zealand court to making misleading health claims relating to Ribena blackcurrant fruit drink. Lessons are derived from this high-profile case and the company's attempts to recover its reputation by means of television apology.