Yesterday the makers of Listerine sued the makers of Crest Pro Health mouthwash for false claims. They might not have put words in their mouths, but according to the lawsuit between Pfizer and P&G, the 269 dentists who partook in a survey for P&Gs Crest Pro Health which resulted in the claim that claim that four out of five dentists would recommend the product were paid $75 for participating.

"P&G's false and misleading claims concerning Crest Pro-Health cause a substantial number of consumers to believe that this product is recommended by the vast majority of dentists - which is false - and that these dentists are recommending it for specific product-related reasons - which also is false," the lawsuit filed in U.S. District Court in Manhattan, said.

Pfizer is seeking all of P&G's profits made from the advertising claim. Check out the ad inside.

Crest Pro Health - Dentists (2005) :15 (USA)