For 18 months,Warner-Lambert Co.was required to include the following statement in all television advertisements for Listerine: "Listerine will not help prevent colds or sore throats or lessen their severity." The FTC imposed this requirement because previous advertising had caused consumers to believe Listerine was effective against colds.This is an example of the FTC action of

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The action taken by the FTC is an example of corrective advertising, where a company is required to make explicit corrections to any previous deceptive or misleading claims made about their product to consumers. In this case, the FTC mandated the inclusion of a statement that clarifies Listerine's inability to prevent or lessen the severity of colds and sore throats, as previous advertising had led consumers to believe otherwise.

For 18 Months,Warner-Lambert Co