An advert released by P&G claimed that four out five dentists would recommend its Crest Pro Health mouthwash, however Pfizer has alleged that the advertising was false and misleading.
Pfizer, the maker of the 120-year-old Listerine brand, filed the lawsuit in US District Court in Manhattan, contesting that the ad had given the rival product an unfair advantage over its Listerine mouthwash and seeking damages equal to the profits P&G has made as a result of the ad campaign.