Word: mouthwashing
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...promotions stretching back to 1921, Warner-Lambert has asserted that its Listerine mouthwash helps prevent colds and sore throats. Last week that claim was finally snuffed out by a fatal regulatory infection called truth in advertising. The Supreme Court declined to review a lower court decision upholding a 1975 Federal Trade Commission order: the company must not only stop making the claim but specifically advertise that it is not true. In its next $10 million worth of Listerine ads-about a year's budget-Warner-Lambert must insert this statement: "Listerine will not help prevent colds or sore throats...
...before they went on the air (TIME, July 11). Church groups have denounced it, the opposition has derided it, and some advertisers have pulled away from it. Even a few of ABC'S own affiliates have announced that they will not carry it but will stick with the usual mouthwash instead. Soap will not shock veterans of the late-night Mary Hartman, Mary Hartman, but it is daring, and perhaps tasteless, for ABC to carry such a show in prime time. If the reaction is too strong against it, the series could hurt the entire schedule. But if it hits...
Back in her scuffling days she did TV ads for soap, mouthwash and men's underwear. That was before Actress Andrea Marcovicci went legit, of course, first with a 2%-year run as lovable Dr. Betsy Chernak in the TV soap opera Love Is a Many Splendored Thing, and most recently as Woody Allen's morally upright friend in The Front. For all that, Marcovicci has been singing the blues lately-as a chanteuse at Reno Sweeney in Manhattan. "If I stick to singing, I won't go stir crazy waiting for another movie part," she says...
...bride last year while participating in one of her conferences on "the use and abuse of power." That weekend, says Spock, "we fell madly in love." For the wedding in Little Rock, Ark., the county clerk's office presented the couple with its standard gift: a bag containing mouthwash, deodorant and window-cleaning spray...
...thus violates antitrust laws. The case highlighted a sudden new interest by the five-member commission in medicine and advertising: in other late-December actions, the FTC moved to bring about wider advertising of low-priced eyeglasses and to force Warner-Lambert Co. to tell consumers that Listerine mouthwash does not prevent colds or sore throats...