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NEW YORK Pfizer will spend about $2 million to replace what a judge called misleading advertising that suggests its Listerine mouthwash is as effective as flossing at fighting plaque and gingivitis.
Television, print and medical-journal ads using the claims are also being pulled.
McNeil-PPC, a subsidiary of Johnson & Johnson, sued Pfizer over the campaign, which began in June, saying it posed an unfair threat to its sales of dental floss. Listerine spent about $40 million on measured media last year, per TNS Media Intelligence/CMR.
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