Please login to the form below

Not currently logged in
Email:
Password:

Pfizer sues P&G over mouthwash TV ads

Crest Pro-Health given unfair advantage over market leader, alleges world's largest pharma firm

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 ìirreparable harm and damage to Pfizer, as well as to consumersî, according to a Pfizer spokesman.

ìP&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,î 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.

2nd September 2008

Share

Featured jobs

Subscribe to our email news alerts

PMHub

Add my company
Ashfield

Reaching your audiences, wherever they are. Ashfield is an international provider of outsourcing solutions to the pharmaceutical industry, dedicated to...

Latest intelligence

BrAInPME.png
The future of medical content: The personal touch
The purpose of delivering personalised content to HCPs is not just about customer experience, it's about improving healthcare. Our Commercial Director, Tib Catania discusses what ‘deep learning’ means for the...
Rise of the patient expert - an interview with Michael Seres
Founded by Michael Seres in 2011, 11 Health is a connected medical device company currently working to change the lives of patients using stoma bags. Content Marketing Manager Liz Inskip...
Making sense of Nutraceuticals in China
Published in eyeforpharma February 2017 by Marc Yates...

Infographics