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

Related Hub content

    Your search did not contain any words. Please try again.

Featured jobs

Subscribe to our email news alerts

PMHub

Add my company
Clark Health Communications

Clark Health Communications is a fresh thinking health and medical communications agency. Our team is made up of experienced and...

Latest intelligence

More of the same: The importance of strategic communications planning for biosimilar entry
GCI Health's Hannah Morris considers the importance of strategic communications planning for biosimilar entry, a market anticipated to deliver between €8-26bn in savings across the European Union by 2020....
Online Physician Communities
How can pharma realise the power of digital?
Firstly, by making it owned and driven by the most senior leadership team in the business...
Remapping the market: Does Pharma's global model need a shake up?
For patients, carers and professionals, wherever they are in the world, digital technology is inherent in their everyday lives. Digital is, so to speak, a global language. The success of...