By Colin Marrs, campaignlive.co.uk, Wednesday, 07 January 2009 11:45AM
The ad, by JWT, shows an ill worker lying in bed, and ends with the strapline: "Take a Benylin day."
Yesterday's Daily Mail article quoted employers' organisations, which claimed the ad could encourage absence by employees with only minor complaints.
But a statement from McNeil Products, which manufactures Benylin, said: "The 'Take a Benylin day' campaign is based on valid medical opinion, and the principle of staying at home to recover from sickness is strongly supported by UK bosses.
"The campaign is not encouraging employees to take unnecessary absence."
It quoted research, which found that 73 per cent of UK bosses felt workers should stay at home to recover, rather than spending an unproductive day in the office.
The statement said: "This view was also endorsed by healthcare professionals, who recognised that by dragging yourself to work you not only compromise your productivity and prolong the duration of your cold/flu, but you also risk infecting your colleagues."
JWT London's business director, James Whitehead, said: "We are taking a responsible approach to breaking the sickness cycle during the cold and flu season.
"Our aim is to stop the domino effect caused by the spread of germs in the workplace."
This article was first published on campaignlive.co.uk