RT Journal Article SR Electronic T1 Damage Control JF Journal of Advertising Research JO J Advert Res FD WARC SP 394 OP 403 DO 10.2501/JAR-51-2-394-403 VO 51 IS 2 A1 Katherine L. Twomey A1 John G. Knight A1 Lisa S. McNeill YR 2011 UL http://www.journalofadvertisingresearch.com/content/51/2/394.abstract 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.