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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.

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