Listerine's "Effective As Floss" Campaign Killed By Judge

Recently, Pfizer has been running a campaign touting a study claiming use of Listerine is as effective as flossing teeth. U.S. District Judge Denny Chin says Pfizer is engaging in false advertising and posing a treat to the public.

"Dentists and hygienists have been telling their patients for decades to floss daily," Chin wrote. "They have been doing so for good reason.

The benefits of flossing are real -- they are not a 'myth.' Pfizer's implicit message that Listerine can replace floss is false and misleading."

The ruling followed a suit filed by Johnson & Johnson subsidiary McNeil-PPC Inc. Chin says Pfizer twisted the results of the study whose writers urged dental professionals to continue to recommend daily flossing and not to replace flossing with mouthwash.

by Steve Hall    Jan- 7-05   Click to Comment   

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