Pfizer Sues P&G Over Mouthwash Ads

Pfizer Inc., the maker of Listerine mouthwash, is suing 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 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 and 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 also filed a lawsuit against Vi-Jon Industries, alleging that Vi-Jon’s mouthwash packaging and advertising claims infringe on its Crest Pro-Health mouthwash.