3/6/2006

Pfizer has sued rival Procter & Gamble Co. over its ads for Crest Pro Health mouthwash that claim four out of five dentists recommend the product for its "efficacy, superiority or other characteristics," claims Pfizer says are untrue. The suit claims the ads caused "irreparable harm and damage" to Pfizer, which owns the Listerine brand. P&G officials had no comment.

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NYTimes.com

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