Healthy Skepticism Library item: 3862

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: news

Pfizer sues P&G over mouthwash TV ads
PM Live.com 2006 Mar 7
http://www.pmlive.com/doaa/news.cfm?showArticle=1&ArticleID=4455

Keywords:
Listerine Pfizer Proctor Gamble Crest Pro-Health

Notes:

Ralph Faggotter’s Comments:

I’m not sure how the courts will decide on the winner here.

My suggestion: whichever company can collect the most pictures of smiley dentists holding their product should be declared the winner!

Full text:

Pfizer sues P&G over mouthwash TV ads

Pfizer is suing Procter & Gamble (P&G), alleging that the company made false and misleading claims in a US television advertisement for its Crest Pro-Health mouthwash.

The world’s largest pharma firm said its market-leading product Listerine had been unfairly disadvantaged by claims in the ad that four out of five dentists would recommend Crest Pro-Health.

The national advertising campaign has been running on major broadcast and cable networks since December, causing “irreparable harm and damage to Pfizer, as well as to consumers”, according to a Pfizer spokesman.

“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,” said the Pfizer lawsuit, filed in US District Court in Manhattan.

The lawsuit also states that some 269 dentists were paid $75 each to participate in a survey to give their opinion on Crest Pro-Health. It sought a court order to end the P&G advertising as well as damages at least equal to P&G’s profits, gains and advantages.

While P&G has declined to comment, Pfizer said Listerine is the best-selling mouthwash in the US market and has been sold in the country for more than a century. It said Listerine was the first non-prescription mouthwash able to claim legitimately that it combats dental plaque.

Date published: 07/03/2006