Please login to the form below

Not currently logged in

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


Featured jobs

Subscribe to our email news alerts


Add my company
TVF Communications

At TVF we do things a bit differently – our in-house design and development teams work directly alongside our commercial...

Latest intelligence

Building understanding: A day in the life of a GP
Understanding what GPs deal with daily will help you to formulate an effective HCP engagement strategy that works for them...
Pharma Marketing Summit: From ”why” to ”how” in multichannel communications
For the first time we’re sharing our observations of pharma conferences — kicking off with our delegates’ views of the Annual Pharma Marketing Summit in Berlin last month....
Access to orphan drugs for rare cancers in EU28