Executives at pharmacy chain Clicks might have to start popping happy pills after the Advertising Standards Authority ruled that competitor Dis-Chem could indeed claim to be South Africa's "favourite pharmacy".
Last year, following a complaint by Clicks , Dis-Chem was ordered to remove a television advert that claimed it was South Africa's "favourite pharmacy".
But in a ruling this month the authority confirmed that Dis-Chem was consumers' top pharmacy after the rival chain provided proof based on market research that was "sound and balanced".
Figures showed that Dis-Chem rated tops with the 2 524 shoppers canvassed countrywide.
Dis-Chem CEO Ivan Saltzman yesterday welcomed the ruling and described Clicks's objections as "frivolous".
"We have a right to claim that we are South Africa's favourite pharmacy. We have won awards in all shopping centres in which we operate," Saltzman said.
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