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Published on .

[New York] The National Advertising Division of the Council of Better Business Bureaus rejected a complaint that Warner-Lambert Co. ads incorrectly implied its Cool Mint Listerine toothpaste helps prevent gingivitis.

Procter & Gamble Co., marketer of Crest, charged that although the gingivitis claim only appears in Cool Mint Listerine mouthwash TV spots, the two ads are very similar and in the toothpaste spot the mouthwash morphs into the toothpaste. P&G presented consumer research it said shows a significant number of viewers felt the toothpaste ad implies gingivitis prevention. But NAD agreed with Warner's rebuttal that the P&G research was flawed.

J. Walter Thompson USA, New York, handles Listerine.

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