Listerine's Bold, New Claim: Is It True?

Listerine will do way more than just kill your bad breath. Now Pfizer Inc., the maker of Listerine, is touting another, even bigger advantage: Listerine will help give you a healthy mouth and that may lead to a healthy body. The implication is that by preventing gingivitis, you may also prevent the onset of heart disease or diabetes.

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Reuters reports that Pfizer ran full-page advertisements in USA Today and The Washington Post this past week touting the link, citing emerging science to back up the claim. Mind you, there are no scientific studies that actually prove the connection between oral health and overall health, but the new ad campaign attempts to explain the relationship.

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The newspaper advertisement shows a giant bottle of Listerine draped with a stethoscope. It reads, "If you think it's just for your mouth, think bigger." In January 2005, Pfizer launched an ad campaign saying that using Listerine was just as effective as flossing. A competitor took the company to court, and a judge ruled the ad was misleading. But this time, the marketing team says they did their homework and have the facts correct. "There's an association between the health of the mouth and the health of the body," said Dr. Madeline Monaco, director of oral care professional relations, and a member of Listerine's research and development team. While there have been no cause-and-effect studies to prove it, there is an association between advanced gum disease and the onset of heart disease and diabetes. Even the American Dental Association has given the Listerine campaign its seal of acceptance.

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