It was a case of oral arguments. A federal judge bristled at the makers of Listerine mouthwash yesterday for claiming their product could replace dental floss in fighting gum disease. Manhattan Judge ...

Are you a print subscriber? Activate your account. By Brandon Doerrer - 11 hours 53 min ago By Ad Age and Creativity Staff - 13 hours 41 min ago By Gillian Follett - 15 hours 15 min ago By Ad Age ...

A U.K. radio advertisement for Listerine stating that "brushing alone isn't enough" has been banned by the Advertising Standards Authority (ASA) following a complaint that the claim was misleading ...

NEW YORK - An advertising campaign that says the mouthwash Listerine is as effective as floss at fighting tooth and gum decay is false and misleading and poses a public health risk, a judge has ruled.

The maker of Listerine mouthwash will spend $2 million to replace what a judge called misleading advertising suggesting the product is as effective as flossing at fighting plaque and gingivitis. About ...

NEW YORK — An advertising campaign that says the mouthwash Listerine is as effective as floss at fighting tooth and gum decay is false and misleading and poses a public health risk, a judge has ruled.

A stinging mouthwash war has erupted over Crest’s claim that four out of five dentists would recommend Crest Pro Health, and that it doesn’t burn like the leading mouthwash. Although that leading ...

Listerine is trying to reinvigorate the market for teeth-whitening products, which took the market by storm six years ago but waned in popularity because the early products were expensive and ...

Mouthwash makers were once satisfied with telling customers that their products stop bad breath. Now they're getting more aggressive, touting emerging science that a healthy mouth may lead to a ...

When ad agency JWT Hong Kong was assigned the new Listerine campaign, they used their creative minds to come up with the bad breath flipbook. Their goal was "to convey the message that Listerine ...

Are you a print subscriber? Activate your account. By Ad Age and Creativity Staff - 14 hours 20 min ago By Garett Sloane - 16 hours 19 min ago By Ad Age Staff - 18 hours 6 min ago By Ad Age Staff - 18 ...