A TV ad for a cold and flu remedy, suggesting people with symptoms take a Benylin day, has grabbed the headlines with business organisations slamming the campaign for encouraging workers to throw a sickie.
The Federation of Small Businesses was the first to wade into the row, claiming that the ad made a mockery of how serious it was not to turn up to work.
It said that the campaign could cost the economy millions, as it was encouraging people to skip work for minor illnesses.
The ad was also backed up by a website offering useful tips on what to say when you call in sick, popular home remedies and information helping to take some of the guilt out of calling in sick.
Sparking a new debate as to whether people should phone in sick or struggle on has undoubtedly been a PR winner for the Benylin brand. But the company also deserves credit for what was nevertheless a well-intentioned and well-conceived campaign.
The makers of the cold remedy were right to highlight the issue of people bringing their illnesses to work with them and deserve any publicity they got in return.
And they also had the perfect response to the criticism by pointing out that the message behind the campaign was supported by research and endorsed by the British Chambers of Commerce and healthcare professionals.
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