ol without any limit on how many packets people can buy at one time. Last week Countdown became the first retailer to announce one pack per customer limit on paracetamol. Countdown’s head pharmacist, Jeremy Armes, said in a statement that while Paracetamol is incredibly useful and effective, consumers need to be informed of the risks.  “Where a customer may wish to buy larger quantities of paracetamol or items containing paracetamol, we think this is best sold in a pharmacy environment where a pharmacist can talk through the proper use of paracetamol and risks one-on-one,” Armes said. “There is no doubt that mental health awareness, education and good medical support are going to make the biggest difference for Kiwis suffering with mental illness. However, there are also significant and sometimes tragic consequences of overdose, whether that is accidental or intentional. Anything we can do to reduce this risk is important.” Panadol packaging. Paracetamol is the country’s most popular medicine, with about three million prescriptions written and more than 50 million tablets used each year, the retailer said.  With the spotlight firmly on painkillers as a result of Robinson’s recommendation, Panadol has found itself under the scrutiny of the Advertising Standards Authority (ASA) over its Rethink Care campaign. A Panadol ad posted on Instagram by social media influencer Simone Anderson was removed after some social media users criticised an apparent link between the painkiller and managing stress.  In the sponsored post, Anderson addressed her own mindfulness journey and directed followers to the Panadol website to find out more. According to the Panadol website, the Rethink Care campaign takes a more holistic view of health and pain, encouraging consumers to embrace mindfulness and downtime. “We’re challenging Australia to rethink how we care for ourselves – and each other – with plenty of helpful tools, tips and advice,” it reads on the website. Panadol owners GlaxoSmithKline declined to comment and is currently in communication with the ASA. Influencer marketing has become an increasingly debated subject in recent times, as consumers seek more authenticity and transparency from brands.  Aaron Brooks, co-founder of influencer marketing agency Vamp, told Inside Retail that in the early days of influencer marketing, brands often valued high follower counts above all else, but these days they are careful to do their homework on influencers prior to signing contracts. “These days, a brand is much more likely to do their due diligence and look into an influencer’s engagement rate and relevancy. Not only from a brand safety perspective, but to ensure that their investment in that partnership is going to be worthwhile. Ensuring that an influencer aligns with the brands values will make that partnership more authentic, believable and effective,” Brooks said.