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Attorney General Eliot Spitzer today announced an agreement with
a leading pharmaceutical company to resolve misleading advertising
of its lice treatment products.
Pfizer, Inc. of Manhattan, entered into the settlement with the
Attorney General's Office after an investigation concluded that
Pfizer had engaged in false advertising and distributed deceptive
promotional materials regarding its lice treatment products, Maximum
Strength Rid Lice Killing Shampoo, Rid Lice Control Spray, and Rid
Egg Removal Comb.
"As children begin a new school year, it is important that safety
and efficacy claims for lice treatment products be held to the
highest standard," Spitzer said. "We are pleased that Pfizer has
agreed voluntarily to discontinue questionable advertising practices
and institute a more responsible and measured approach."
The agreement provides for changes in the manner which Pfizer
will advertise its lice treatment products and requires they
distribute modified advertisements and other promotional and
educational materials. In addition, Pfizer has agreed to pay $75,000
to the Attorney General's Office to cover the costs of the
investigation.
Specifically, Pfizer has agreed to:
- cease representing that its shampoo is safe unless it refers
consumers to the product label for important safety disclosures
regarding use by persons with certain allergies and the risk of
irritation to eyes and other mucous membranes;
- cease its claim that a lice infestation can be cured with a
single application. Instead, Pfizer will provide instructions
about reapplication and second treatments to ensure it does not
mislead customers as to whether they had actually been cured;
- clarify that its claim of 100 percent efficacy of the egg
removal comb pertains only to laboratory tests conducted by
trained testers and that individual results may vary;
- discontinue representing that use of a pediculicide drug
product is the only effective way to cure lice infestations; and
- cease any advertising claim that its lice treatment spray is
"safe."
This case was handled by Assistant Attorneys General Joy
Feigenbaum and Shirley Stark of the Consumer Frauds and Protections
Bureau and Chief Scientist Michael Surgan of the Environmental
Protection Bureau.
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