A drugs firm has been condemned for using a Mr Men character to advertise its medicines.

GlaxoSmithKline (GSK) was behind a book about Mr Sneeze which contained details of its over-the-counter allergy products.

The Medicines and Health Regulatory Agency (MHRA) investigated after receiving complaints about the book, penned by Adam Hargreaves, of Meres Lane, Cross-in-Hand, near Heathfield.

And it said the firm had used the campaign to target parents through their children.

Mr Hargreaves, whose late father Roger created and wrote the original Mr Men and Little Miss books, was commissioned by GSK to write Mr Sneeze And His Allergies.

The story tells how Mr Sneeze is advised by his friend Little Miss Sunshine that he may have hayfever.

But, after ploughing the grass from his garden and removing all flowers from his house, he later realises he is actually allergic to pillow feathers.

He then receives a visit from Mr Silly and his pet chicken Rover, which causes him to start sneezing again. This is followed by four pages of information from the charity Allergy UK and two pages promoting GSK's Piriton and Piriteze products, which are not mentioned in the main story.

The firm said each copy was accompanied by a letter advising parents to remove the promotional material before showing children.

However, the MHRA has now demanded the adverts are withdrawn from the book entirely.

GSK has said it will reissue the book with the promotional information attached to the back of the cover.

However, the Consumers' Association has accused the MHRA of failing to address concerns about companies using children to reach parents as potential customers.

Wendy Garlick, senior policy adviser at the Consumers' Association, said: "We take issue with the use of children as a foil for this.

"Children are being used as a vehicle for promoting medicines to their parents. The changes don't go far enough.

"Even if the adverts are put at the back of the book, they're being used in conjunction with the book.

"Children are being used to get the promotional material to the parents."

GlaxoSmithKline said it had not received complaints from consumers about the book and it had instead been well-received, with positive feedback from healthcare professionals.

But a spokesman added it was happy to comply with the MHRA's ruling.

Thursday October 16, 2003