Pfizer sues P&G over mouthwash ads
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Pfizer Inc. the maker of Listerine mouthwash on Friday sued Procter & Gamble Co. for falsely claiming in television ads that four out five dentists would recommend its rival brand Crest Pro-Health mouthwash.
“P&G’s false and misleading claims concerning Crest Pro-Health cause a substantial number of consumers to believe that this product is recommended by the vast majority of dentists—which is false—and that these dentists are recommending it for specific product-related reasons—which also is false,” the lawsuit filed in U.S. District Court in Manhattan, said.
A spokeswoman for P&G based said she had not seen the lawsuit and had no comment.
Pfizer said the commercials are intended to and do compare Crest Pro-Health with Listerine. Pfizer is seeking all of P&G’s profits made from the advertising claim.
P&G’s claim that four out of five dentists would recommend Crest Pro-Health is only backed up by a survey of 269 dentists who were paid $75 to participate, according to the lawsuit.
The Crest Pro-Health claims about dentists are made in three or more television commercials that have been airing since about December 2005, the lawsuit said.
Last month, P&G filed a lawsuit against Vi-Jon Industries, alleging that Vi-Jon’s mouthwash packaging and advertising claims infringe on its Crest Pro-Health mouthwash.
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