In September 2025, the brand Tylenol was thrown into the PR spotlight when the U.S. administration stated that taking the pain reliever during pregnancy was linked to autism.
At Magnetic, we are always studying how brands navigate difficult situations. Without wading into political matters too much, and from the lens of examining best practices in science communications, let’s dive into how Tylenol responded at the time. (The situation has since evolved.)
First, it is worth noting that Tylenol has long been regarded as a veteran in crisis management.
The brand faced another major PR crisis in 1982 when seven people in the Chicago area died from capsules laced with cyanide. The response of Johnson & Johnson, the company that owned Tylenol at the time, is widely considered a masterclass in crisis management.
Johnson & Johnson immediately recalled over 31 million bottles at a cost of $100 million. The company relaunched Tylenol with tamper-proof packaging, which became the new industry standard. To communicate these steps, Johnson & Johnson issued a national alert and established a 1-800 hotline for concerned consumers. The company also held several large press conferences to share its messages as widely and efficiently as possible.
Today’s PR crisis is notably different. The issue does not stem from a tampered product but from claims from a government body. What remains the same is that Tylenol’s parent company, now Kenvue, needs to swiftly re-establish public trust in the safety of the oral medicine.
What steps did they take this September?
Kenvue centered its messaging around the fact that the pain reliever is one of the most studied medicines in history. They echoed this message throughout all communications associated with Tylenol, including in media statements, on their website, in advertisements and on social media campaigns.
Next—and importantly—the company drove its digital efforts toward a single “source of truth”. For example, their social media campaigns were deliberately sparse and referred people to Tylenol.com to learn more. Their website (the U.S. version, not Canadian) then featured a pop-up with full messaging:
We stand with science, and we stand with you.
For generations, families have trusted TYLENOL® when it matters most.
Tylenol is one of the most studied medications in history–and is safe when used as directed by expecting mothers, infants and children.
The facts remain unchanged: over a decade of rigorous research, endorsed by leading medical professionals, confirm there is no credible evidence linking acetaminophen to autism.
Acetaminophen is used worldwide as a first line of defense for pain relief and fever reduction, at the recommendation of independent public health and leading medical professionals and in accordance with the product label.
High fevers and pain are widely recognized as potential risks to a pregnancy if left untreated, especially in the first trimester. Remember to talk to your doctor.
We prioritize science as the core of how we provide care, and that will never change.
Meanwhile, Kenvue issued public statements rather than holding press conferences. This was likely a deliberate choice to avoid any misinterpretation or misquoting.
They also took down an old social media post that advised against taking “any of our products while pregnant”. The post was originally created in response to a now-deleted customer tweet, and the U.S. administration resurfaced it to support its claims.
The situation is still in flux. Kenvue’s approach to managing the crisis is continuing to shift. At Magnetic, we are closely watching how a medicine that is backed by so much scientific research and is owned by a company that can afford to execute extensive PR campaigns navigates this unprecedented situation.