P&G; Files Lawsuit Over Toothpaste Ads

Procter & Gamble Co. said it filed a lawsuit against Colgate-Palmolive Co. and its advertising agency, Young & Rubicam Inc., for allegedly copying a Crest toothpaste advertisement. Procter & Gamble said Colgate copied an ad that uses an eggshell to demonstrate how its fluoride toothpaste protects calcium in teeth. The eggshell ad has been used globally by Crest since 1989, the company said. The Colgate toothpaste ads in question have been airing in China since March, and have also been used in Australia, Uruguay and the Philippines, P&G; alleged. Cincinnati-based Procter & Gamble said Colgate-Palmolive has refused repeated requests to stop the advertising. Its suit seeks to stop use of the ads now and in the future, and also asks for unspecified damages. Colgate said it would release a statement later.