Pfizer sues Proctor and Gamble over mouthwash ad

Pfizer has taken legal action against Proctor & Gamble (P&G) over an advert for the company’s mouthwash.

The advertisement claimed that Crest Pro Health mouthwash, sold by P&G, would be recommended by four out of five dentists. Pfizer, which retails the Listerine brand, said that the campaign is unsubstantiated.

The lawsuit said: “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 charges against P&G were filed in a US District Court in Manhattan. Lawyers for the company have demanded that the advertisement be withdrawn by the court and that damages relative to the firm’s resulting gains and profit should be awarded.

P&G has yet to comment on the allegations.

While it has become the subject of legal action this week, P&G took similar moves against Vi-Jon Industries in February. The chemical company said that the latter firm’s mouthwash used advertising and marketing which mimicked its own Crest brand.

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