Listerine ad response
This article was originally published in The Tan Sheet
Executive Summary
Pfizer is spending $2 mil. to comply with a preliminary injunction ordering the firm to discontinue advertising claims comparing Listerine mouthwash to dental floss. The company must modify print and television ads stating Listerine is "as effective" as flossing in fighting plaque and gingivitis, as well as change retail displays and remove stickers from bottles displaying the claim. Pfizer said Jan. 7 it believes the claim "is based on good scientific evidence" and is considering an appeal of the decision, which was handed down in New York district court Jan. 6 (1"The Tan Sheet" Jan. 10, 2005, p. 4)...