×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

FDA checkup is bad news for P&G

Published on .

Procter & Gamble Co.'s $40 million launch of Crest Gum Care, under way since September, has hit a snag with the Food & Drug Administration. P&G thought it had the agency's OK to make plaque reduction and anti-gingivitis claims for the toothpaste, but late last month got a warning letter from the FDA asking it to halt claims or face seizure and/or injunction. P&G's response: "We disagree with and are disappointed by the FDA's action." D'Arcy Masius Benton & Bowles, New York, is the agency.

In this article:
Most Popular