court says product reformulation might be deceptive if survey supports claim

Nutrition Distribution LLC v. Driven Sports, 2015 WL
12645002, No. LA CV13-06195  (C.D. Cal.
Jan. 15, 2015)
Nutrition sued defendants over their sales of a nutrition
supplement product called “Craze.” In July 2013, defendants discontinued the
sale of the initial version of Craze after it was reported that the ingredients
included amphetamine, amphetamine analogues and/or methamphetamine analogues,
none of which was identified on the product label. The FDA sent a warning
letter and defendants discontinued sales. 
Defendant DS intends to sell Craze again with about 75% similarity to
the prior formula.
Although the prior label was materially false, plaintiff
couldn’t show irreparable injury with respect to that version, since there was
no evidence the prior formula would be used again. Injunctive relief wasn’t
justified; it would serve only a hypothetical public interest.
Plaintiff also sought to prevent defendants from using the
Craze trademark in any new product.  Again,
plaintiff couldn’t show irreparable harm; among other things, it couldn’t show
that money damages would be inadequate if the revised Craze improperly diverted
sales from plaintiff’s products.
The court also didn’t accept theory of misleadingness, which
was that: (1) some members of the public are aware that the old version of
Craze contained the prohibited substances, and will assume that the new version
will as well, and for that reason will purchase it; or (2) some members of the
public were unaware that the old version contained the prohibited substances,
liked its effect and will, therefore, assume that the new version will be the
same, and for that reason will purchase it. “Although these theories may have
some equitable appeal, neither is supported by any evidence.” One could also
hypothezie that “another group of those who used the earlier version of Craze
learned that it was taken off the market because it contained the Substances,
as a result, does not trust DS products, and will not purchase the new version
of Craze even if DS represents that it does not contain any improper component.”
A consumer survey could help validate plaintiff’s theories, but plaintiff
offered none at this point in the case.

In a footnote, the court analogized to a cancellation
request, which requires a plaintiff to “show a real and rational basis for his
belief that he would be damaged by the registration sought to be cancelled,
stemming from an actual commercial or pecuniary interest in his own
[trade]mark.” As noted above, that evidence was missing.  Also, plaintiff didn’t show that such a
request would be deemed timely under § 1064(1), which requires that a
cancellation request be made within five years of a registration.  [NB: Cancellation on the basis of
deceptiveness is not subject to the five-year limitation.]

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Dual use of same mark on customized Jeeps not confusing, court rules

Moab Indus. v. FCA US, LLC, No. 3:12-cv-8247, 2016 WL
5859700 (D. Ariz. Oct. 6, 2016)
Moab sued FCA, aka Chrysler, for trademark infringement (via
reverse confusion) and state-law dilution based on Chrysler’s use of MOAB on a
limited edition version of its Jeep brand. 
Chrysler counterclaimed for infringement and dilution because Moab customizes
and “upfits” Jeeps and applies its Moab mark without removing Chrysler’s marks;
the expansiveness of this claim caught my eye, though unfortunately the court
doesn’t give a clear statement about just how implausible and dangerous that
claim is.  The court conducted a bench
trial and rejected everyone’s claims.
 

Chrysler’s Moab Special edition

Moab Industries’ customized Jeep

Moab has a registration for the service mark MOAB INDUSTRIES
to plaintiff for “automotive conversion services, namely, installing specialty
automotive equipment.” In 2012, Chrysler filed an ITU application for the
trademark MOAB for use in connection with “[m]otor vehicles, namely, passenger
automobiles, their structural parts, trim and badges.”  A 2012 trademark search revealed plaintiff’s
MOAB INDUSTRIES mark, as well as MOAB TAXI for “taxi transport”; in Class 39
and MOAB STAR for “lights for vehicles,” as well as, inter alia, MOAB standing
alone for “bicycles”; “retail store and online retail store services in the
fields of clothing, camping gear, sporting goods”; “juices and fruit drinks”;
and “eyewear; namely, eyeshields for use in sports activities.” The search
results also included common law uses like MOAB 4X4 OUTPOST and MOAB
OFFROAD,  both auto conversion businesses—the
former actually located in Moab.  The PTO
refused Chrysler’s application because of likely confusion with two registered
marks, one of which was Moab’s.  The
application has been suspended in light of the current lawsuit, filed in late
2012.  (Given B&B, it turns out that Moab might have been better off waiting—query
whether there’s any reason to apply preclusion in the other direction!)
For model year 2013, Chrysler introduced a JEEP WRANGLER
MOAB Special Edition vehicle and sold about 3,375 of them.  (Chrysler also sells a MOAB branded,
after-market wheel, and has done so since before Moab began selling upfitted
vehicles. The wheels themselves do not bear the MOAB mark and there was no
evidence of likely confusion between the wheels and Moab’s services.)
Relevant factors: the MOAB mark was “relatively weak,”
somewhere between suggestive and arbitrary; for these purposes, suggestive
marks are conceptually weak, and Moab produced no evidence of commercial
strength of either mark. Chrysler didn’t use MOAB on its vehicles any
more.  This conceptual and commercial
weakness decreased the likelihood of reverse confusion.
The goods were closely related, sold to the same class of
purchasers for similar uses and functions, though Moab’s version had “a more
robust stance,” whatever that means.  The
marks were highly similar; both versions placed the MOAB mark in large letters
on both sides of the hood of their vehicles, suggesting potential confusion.
Actual confusion: Moab produced witnesses testifying that web
searches for “Moab” regularly turned up first a link to Chrysler.  But such searches did not suggest any
connection between the parties, and Moab’s website expressly disclaimed any
connection.  Two witnesses bought Moab
upfitted Jeeps and later encountered Chrysler’s Moab special edition, but they
weren’t potential customers; they both knew they owned Moab-upfitted vehicles.
Another witness was clear that she knew that both parties were selling
different Moab branded Jeeps, and she was in a client-banker relationship, not
a buyer-seller relationship with Moab. 
Leading questions caused some other witnesses to express “confusion,”
but they simply had questions about the source of the Moab Special Edition, and
there was no evidence linking their questions to any potential or actual effect
on customers’ purchasing decisions.  [NB:
Materiality is not usually required!] For example, one witness was a buyer for
a dealership that bought and sold Moab-upfitted Jeeps. When he saw a Moab
Special Edition, he recognized that it wasn’t a Moab Industries vehicle, so he
went online and found information about the Special Edition.  “The lack of substantial evidence of actual
confusion suggests little likelihood of confusion.”
The parties use very different marketing channels: Chrysler
sells new vehicles through authorized dealers, while Moab buys those vehicles,
upfits them, and then resells them through auction and resale dealers, “in some
instances the used car lots of defendant’s authorized dealers. This factor
suggests little likelihood of confusion.” Though Moab has aspirations to make
vehicles, these are mere aspirations, and the parties are unlikely to expand
into each other’s goods.
The parties’ goods are expensive and intended for off-highway
use under difficult to extreme circumstances. “These are not purchases likely
to be made without careful consideration and investigation of the product.”
Intent: Chrysler chose the Moab mark “largely in
consideration of defendant’s long-standing participation in off-road jamborees
at Moab, Utah.” There was no evidence of prior knowledge of Moab Industries by
top management.  Chrysler’s Arizona VP
knew about Moab Industries, as did Chrysler’s audit group; Chrysler designated
Moab Industries as a fleet purchaser, but there was no evidence that this
knowledge was ever conveyed to the legal department or top management before
Chrysler’s CEO approved the Moab Special Edition.  The PTO’s finding of likely confusion was “entitled
to very little weight inasmuch as the USPTO would not have had access to most
of the evidence which is before the court.”
Overall, lack of actual confusion, marketing channels used, and
degree of care weighed strongly in favor of finding confusion unlikely.
Chrysler counterclaimed to cancel the MOAB INDUSTRIES based
on its use on vehicles manufactured by Chrysler, which Chrysler argued misrepresented
the source of Chrysler’s vehicles. There was no evidence that Moab was claiming
to have manufactured the Jeeps it resold. Moab’s advertising clearly advised potential
customers that Moab’s MOAB vehicles weren’t endorsed by Chrysler, or that the
sales had caused any economic harm to Chrysler or damaged its goodwill in any
way.
Dilution: Again, there was no evidence of tarnishment,
despite Chrysler’s “bold” assertions of inferior quality and speculation about
the stability of upfitted vehicles. Owners of Moab-upfitted vehicles who
testified were “well satisfied with their vehicles and plaintiff’s follow-up
services.”

Trademark infringement: True, “the use of MOAB by both
parties – and in particular, the fact that both plaintiff’s and defendant’s
MOAB vehicles display defendant’s registered JEEP, JEEP GRILLE, and WRANGLER
registered marks – gives rise to questions (some say confusion).” But there was
no evidence of confusion, and Chrysler’s trademark attorney testified that she
was not “aware of anybody in the world who expressed a belief that [plaintiff]
was actually manufacturing Jeeps.”

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Court deems Uber’s safety claims to be puffery

XYZ Two Way Radio Service v. Uber Technologies, Inc., No. 15-cv-3015
(E.D.N.Y. Sept. 30, 2016)
Two black-car companies sued Uber for false advertising,
false association, and tortious interference with contractual relations between
them and their drivers. The court rejected all the claims.
The court found that the challenged statements were
generally puffery, such as:
Wherever you are around the world,
Uber is committed to connecting you to the safest ride on the road. This means
setting the strictest safety standards possible, then working hard to improve
them every day. The specifics vary depending on what local governments allow,
but with each city we operate, we aim to go above and beyond local requirements
to ensure your comfort and security—and what we’re doing in the US is an
example of our standards around the world.
… Unlike the taxi industry, our
background checking process and standards are consistent across the United
States and often more rigorous than what is required to become a taxi driver. .
. . We’ll continue innovating, refining, and working diligently to ensure we’re
doing everything we can to make Uber the safest experience on the road.
Although “these statements are intended to convey the
impression that Uber takes the safety of its passengers seriously,” they did so
in ways that were clearly puffery:
The overall tone is boastful and
self-congratulatory. Many of the statements are couched in aspirational
terms—“committed to,” “aim to,” “believe deeply”—that cannot be proven true or false.
Others are vague and hyperbolic; if Uber literally set the “strictest safety
standards possible” at the outset, it could not “improve them every day.” In
sum, the Court concludes that the challenged statements cannot reasonably be
understood as specific representations of objective facts.
Query whether taxi companies, like Domino’s Pizza, can exploit this ruling to their own advantage.
Plaintiffs focused on the background check, which they
alleged was not “more rigorous than what is required to become a taxi driver,”
because it does not require fingerprints, a medical clearance or a drug test,
all of which NYC requires.  But the court
found Uber’s background check claims to be not false.  First, they were qualified with “often,” and
Uber’s website acknowledged that “[t]he specifics vary depending on what local
governments allow,”  and that, “[i]n New
York City, DMV and criminal background checks are conducted by the Taxi and
Limousine Commission (TLC) according to their licensing standards.” Though
drivers for UberX don’t need a commercial driver’s license in Connecticut or
New Jersey, the website is clear that “[i]n order to drive with Uber in New
York City, you need a TLC (Taxi and Limousine Commission) License,” and that
Connecticut and New Jersey Drivers “CANNOT pick up anywhere in New York State.”
Plaintiffs also challenged Uber’s statements about its
drivers as “partners,” some of which were clearly directed at potential
drivers, not customers.  Plaintiffs
alleged that “partners” was false because Uber considers its drivers
independent contractors and expressly disclaims liability for their actions.
But there was no reason to think that customers took “partners” as a legal term
of art.  The term, “as used on Uber’s
website, reads like euphemistic adspeak devoid of any inherent meaning.”  Thus it wasn’t actionable.
False association: some of plaintiffs’ drivers signed up as
Uber “partners,” and used plaintiffs’ cars bearing plaintiffs’ service marks for
Uber pickups. However, the court ruled, “[w]hen a driver employed by one of the
plaintiffs decides to make an Uber pickup in a car bearing one of the
plaintiffs’ services marks, it is the driver—not Uber—who is ‘using’ the mark.”  Interesting ruling—wonder how contributory
infringement might go.

Tortious interference: nope. 
Although drivers’ contracts were at-will, that didn’t make tortious
interference with prospective contract impossible.  But tortious interference with business
relations “requires a showing of malice or wrongful conduct,” which means
something rising to the level of fraud, threats, or breach of fiduciary duty:
“as a general rule, the defendant’s conduct must amount to a crime or an
independent tort.” Plaintiffs didn’t allege those things.

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Peter Jaszi lecture and festschrift upcoming at AU WCL, Nov. 17 and 18

Link to Lecture
Link to Festschrift Event

I’ll be participating in the latter.

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Trademark pun of the day

Seen at the local coffee shop.  “A Tribe Called FloydFest” coffee.  Apparently it was a theme at this year’s FloydFest in Virginia.

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Straightforward deference to FTC substantiation rules dooms gray hair treatment

Federal Trade Commission v. COORGA Nutraceuticals Corp., —
F.Supp.3d —- , 2016 WL 4472994, No. 15-CV-0072 (D. Wyo. Aug. 15, 2016)
The FTC sued COORGA over its claims that its Grey Defence product
reversed/prevented gray hair and that there was scientific proof of this.  Defendant Coore, COORGA’s principal, is a
soi-disant “applied scientist” with degrees in economics and no post-secondary
chemistry or biology courses.  He developed
the Grey Defence formula over a 9-month period by conducting “comparative
scientific research” of various journal articles, studies related to Vitiligo
(a disease that causes the loss of skin color), and various “therapeutic
compounds.”  He also spoke with
scientists about their laboratory work unrelated to Grey Defence specifically
and tested the product on himself (“seeing re-pigmentation of some of my own
hair follicles after 3 months in the range of around 3%”).
From 2011 to June 10, 2016, COORGA had $433,848.93 in gross
sales to U.S. consumers, of which it refunded $29,608.26.  Coore intends to sell a new product, Grey
Defence Xtreme 3.0, as soon as this case concludes, and defendants have
developed other products, including brain JOLT! (to “boost working memory”),
TumorDefence (to cure cancer), FatBLOKKER! (now known as mealBUDDYZ!), Endura,
and Sodhalose-C (to fight neurogenerative diseases). These products have
likewise been developed through Coore’s own “research and review of journal
articles and discussions with ingredient suppliers without consulting any medical
professionals or scientists.”
Um, no.  Anyway, the
case provides a straightforward review of the standards for substantiating
efficacy and establishment claims; where the products are health-based, any
efficacy claim may functionally be an establishment claim.  Substantiation requires a “reasonable basis,”
and reasonability is assessed considering “the type of product,” “the type of
claim,” “the benefit of a truthful claim,” “the ease of developing
substantiation for the claim,” “the consequences of a false claim,” and “the
amount of substantiation experts in the field would consider reasonable.” If an
establishment claim “states a specific type of substantiation,” however, the
“advertiser must possess the specific substantiation claimed.” And if an ad
conveys a non-specific establishment claim—e.g., “medically proven”—the
advertiser “must possess evidence sufficient to satisfy the relevant scientific
community of the claim’s truth.”
“For both efficacy and non-specific establishment claims,
then, like those at issue in this case, it is appropriate to consider the
amount of substantiation required by the relevant scientific community in
determining whether the advertiser’s claim is false, misleading, or
unsubstantiated.”  The FTC submitted the
testimony of Dr. George Cotsarelis, a Doctor of Medicine and Professor of
Dermatology at the University of Pennsylvania School of Medicine and Director
of the Hair and Scalp Clinic at the University of Pennsylvania Health System.  He opined that substantiation for claims about
reversing or preventing the formation of gray hair would require at least one
well-designed, randomized, placebo-controlled, and double-blinded human
clinical trial. Coore’s testimony to the contrary was inadmissible because he
wasn’t and couldn’t be qualified as an expert. “Simply reading articles over a
nine-month period does not impart the knowledge, skills, experience, training,
or education one needs to competently interpret and evaluate scientific journal
articles, opine on what constitutes scientific proof, and weigh the evidence
related to the cause or prevention of gray hair.”
So, the efficacy and establishment claims were
unsubstantiated.  Coore’s research could
be “potentially useful in generating hypotheses for future studies,” but they
weren’t enough for these claims, nor was feedback from 20 Grey Defence users
out of 100 contacted.  Defendants argued
that they only claimed to rely on their own “observational study,” so they did
possess the level of substantiation they claimed.  But defendants actually went beyond that:
they claimed that their product was “based upon a foundation of scientific
evidence,” using phrases such as “scientifically shown.”
The court found injunctive relief proper, both for consumer
redress (in an amount to be determined) and to prevent future violations of the
law.  Given Coore’s further marketing
plans, there was a cognizable danger of recurring violations.  The court noted that injunctive relief under
the FTCA can “fence in” offenders by enjoining more than the specific misconduct
previously engaged in, as long as there is “a reasonable relation to the unlawful
practices found to exist,” but sought further input from the parties on the
scope of the injunction.
Coore was also personally liable for consumer redress.  He actually knew about the material
misrepresentations, or was at a minimum recklessly indifferent to the truth or
falsity of the misrepresentations:

Coore was intimately involved with
Grey Defence’s development and advertising, yet chose not to consult any
medical professional to evaluate his purported substantiation or conduct any
well-designed clinical trial to investigate Grey Defence’s efficacy. Instead,
he arrogantly relied on his own internet research, knowledge from high school
biology and chemistry classes, a test on himself, and conversations with
researchers who did not actually evaluate Grey Defence’s efficacy. This type of
evidence constitutes reckless indifference. 

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membership in swingers club not (yet) disclosed in Lanham Act case

Edmondson v. Velvet Lifestyles, LLC, No. 15-24442-CIV, 2016
WL 5682591 (S.D. Fla. Oct. 3, 2016)
I don’t get to blog discovery disputes often; that this one is unresolved is frustrating, but the court asks useful questions.  “May Plaintiffs pursuing a false advertising Lanham Act
claim obtain in discovery the member list and email distribution list from a ‘unique’
and ‘private’ clothing-optional swingers’ club for ‘men and women who enjoy nudity
and sexual activity’ and who are directed to practice ‘safer sex’ at the club …?”  Maybe!
Plaintiffs are 32 professional models who alleged that
defendants “pirated and altered their images to advertise their swinger’s club
business interests on websites and social media accounts,” and put their
images/altered images “next to, or in very close proximity to, photos of
explicit, hardcore pornography which are too obscene and offensive to include
as exhibits to a publicly-filed complaint.” 
Plaintiffs sought information about defendants’ membership and email
distribution lists.  Defendants sought a
protective order, arguing that their members’ associational rights and their
own trade secrets would be threatened by disclosure.  The court sought more information before
ruling.
The parties disagreed about whether inquiries using the lists
would provide useful or even vital information. 
Ordinarily, you could survey likely swinger club customers, rather than
existing customers, though a large enough sample might be hard to get even with
an internet survey.  However, plaintiffs
sought “relevant sociographic and demographic evidence” from the lists so that
a representative sample could be constructed. They also argued that courts
routinely permit discovery of customer lists for these purposes; they sought to
reach out to customers via targeted email to see if they were confused;
customers who didn’t want to testify could seek protective orders. They also
offered to sign a confidentiality agreement to prevent misuse of the
information.
The court considered their request less pressing because it
furthered “a private agenda, not public-type goals” such as a criminal
investigation.
The judge was also uncertain about the strength of defendants’
asserted interests.  The club at issue
did have a strict confidentiality agreement, but half of the club’s members
were “not shy” about their association with the club; some club members “voluntarily
chose to self-disclose their affiliation and membership by being prominently
featured on the Club’s website.”  Nor did
the club promise its members confidentiality—it just made them promise
confidentiality to each other.
Was this information even within the permissible scope of
discovery? The rules allow discovery of “any nonprivileged matter that is
relevant to any party’s claim or defense and proportional to the needs of the
case, considering the importance of the issues at stake in the action, the
amount in controversy, the parties’ relative access to relevant information,
the parties’ resources, the importance of the discovery in resolving the
issues, and whether the burden or expense of the proposed discovery outweighs
its likely benefit. Information within this scope of discovery need not be
admissible in evidence to be discoverable.”  Proportionality requires an assessment of the marginal
utility of the discovery sought, and thus is highly related to relevance.  Since actual confusion is powerful evidence
of likely confusion, I would have thought that the baseline marginal utility
was pretty high.
So, would the requested lists be important in determining
damages (etc.) for the Lanham Act claim? 
Mere speculation as to the information’s utility won’t suffice.  The judge hearing the case initially
dismissed the Lanham Act claim sua sponte, though she offered them the opportunity
to refile.  They did, but they were thus
on notice that their claim was dubious, so the court also considered “whether
the requested discovery would be relevant if the sole claim is subject to
significant challenge.”
In theory, using targeted email surveys based on the list would
be a good idea, but the judge was dubious about the practical utility
thereof.  Respondents would be providing “relevant
demographic and sociographic characteristics” “in response to unsolicited
emails from a large law firm representing Plaintiffs who filed a lawsuit
against the club they attend to pursue their unusual, arguably-provocative,
lifestyle.”  But, the court asked, why would
anyone respond?
If the poll recipients understand
that they are not obligated to respond and further realize that responding
might cause them to be served with a deposition subpoena, then would they
likely complete and return the survey? What percentage response rate would an
expert need to receive to reach any meaningful conclusion about customer
confusion? Would members be likely to even remember whether they saw a
photograph of a model on a website before attending the Club? Would receiving a
simple online poll request generate anxiety or concern among the club members
or email recipients?
To proceed, plaintiffs would have to provide more
information, but defendants would have to disclose the number of members, the
number of people on its email marketing list, and other details about the list.  Plaintiffs, if they wished to proceed, would
have to provide more details from a survey expert showing that a survey would be
likely to work in this context.

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misbranding is still a thing despite First Amendment, court rules

United States v. Vascular Solutions, Inc., No. SA-14-CR-926,
— F.Supp.3d —-, 2016 WL 5475999 (W.D. Tex. Jan. 27, 2016)
Defendants sell a medical device which permanently closes varicose
veins using a laser, allowing healthier veins to move blood.  The device is approved for treatment of
superficial veins only, not perferator veins. 
The government indicted defendants for misbranding: they failed to
provide the FDA with required notification of a new intended use, and the
devices’ labeling lacked adequate directions for that new intended use.
Defendants argued that the government’s case threatened the
First Amendment.  The court (Royce
Lamberth, which means that the government was treading lightly indeed!)
disagreed, in part because the government limited its claims.  Under Wisconsin
v. Mitchell
, “[t]he First Amendment … does not prohibit the evidentiary
use of speech to establish the elements of a crime or to prove motive or
intent.”
Misbranding requires that the device have an “intended use”
other than that approved by the FDA.  The
regulations say that “intended use” means
the objective intent of the persons
legally responsible for the labeling of devices. The intent is determined by
such persons’ expressions or may be shown by the circumstances surrounding the
distribution of the article. … [I[f a manufacturer knows, or has knowledge of
facts that would give him notice that a device introduced into interstate
commerce by him is to be used for conditions, purposes, or uses other than the
ones for which he offers it, he is required to provide adequate labeling for
such a device which accords with such other uses to which the article is to be
put.
The government represented that it didn’t plan “to use
promotional speech to doctors to prove the intended use of the devices for
perforator vein ablation,” and will instead rely on conduct alone. “Should the
government change its plan and decide to use promotional speech to prove
intended use, or should the Court become concerned that the government is
indeed pursuing a theory that the FDCA prohibits even truthful non-misleading
off-label promotion, the Court will address this issue at that time.” 
The government did plan to rely on statements to doctors to
prove the conspiracy charge because a lawful act may serve as the “overt act”
in furtherance of a conspiracy. The speech might be truthful, but it could
still serve as an act taken to effect the object of the conspiracy without
violating the First Amendment.  Moreover,
a jury instruction could make clear that speech about off-label use is not
misleading merely because the FDA has not approved that off-label use or
reviewed or approved the speech.
Defendants also wanted the court to hold that “to prove that
a communication was actually misleading, the government must prove that the
communication misled a substantial subset of its intended audience.” This is
the Lanham Act standard, not the FDCA standard, and there’s no indication in
the case law that this is the First Amendment floor for misleadingness.

Defendants also moved to exclude any evidence of their
subjective intent.  However, the
governing law requires manufacturers to provide appropriate labeling “if the
manufacturer has reason to believe that its medical device might be used for
purposes different from the purposes for which the device is approved.”  That makes their knowledge and subjective intent
relevant.  Moreover, statements need not
be published to the marketplace to show objective intent, as long as they
manifest “oral or written statements.” A hypothetical manufacturer “who learns
over the phone from a customer-physician that the physician is ordering a
device approved for use A but intends to use it for use B, and must now
consider whether he can legally fill the order … would face no peril from such
a rule because he made no oral or written statement from which objective intent
could be proven.”

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Insert scatological pun here: cities’ lawsuit over flushable wipes mostly continues

City of Wyoming v. Procter & Gamble Co., 2016 WL
5496321, No. 15-2101 (D. Minn. Sept. 28, 2016)
“Hygienic wipes labeled and sold as ‘flushable’ have caused
and are continuing to cause increased costs and property damage to the
governmental entities that operate sewer systems and water treatment
facilities.” Municipalities in Minnesota and Wisconsin sued over the costs and
property damage they say they have suffered due to false advertising of “flushable”
wipes. The court allowed some of their claims to proceed.
Plaintiffs alleged that each defendant represents that its
respective wipes are “flushable.” Some, like Cottonelle, made additional claims
such as “Sewer and Septic Safe” and “break up like toilet paper after flushing.”
Defendant Tufco allegedly made “flushable” wipes for private label
customers.  Plaintiffs alleged that
approximately 25% of their sewer clogs could be attributed to flushable wipes
clogging pipes.  Further, they alleged
that defendants were members of the Association of Nonwoven Fabrics Industry (INDA),
a trade association that created “Guidelines for Assessing the Flushability of
Disposable Nonwoven Products.” Defendants, through their membership in INDA,
allegedly “manipulated [INDA’s] test standards and guidelines making them
weaker to guarantee [Defendants’] products could be marketed as ‘flushable’
under the INDA guidelines.”

Standing: defendants argued that plaintiffs didn’t detail
exactly how defendants caused their injuries.  
It was enough for the municipalities to explicitly make allegations that
they are injured by wipes marketed as flushable, that defendants each produce
and sell these “flushable” wipes, and that it is “Defendants’ continued sale
and promotion of wipes as ‘flushable’ and ‘sewer and septic safe’ ” that has
caused and is causing Plaintiffs’ injury.” The court here distinguished Wallace
v. ConAgra Foods, Inc., 747 F.3d 1025 (8th Cir. 2014), in which plaintiffs
alleged that not all Hebrew National hot dogs were 100% kosher, as ConAgra had
advertised. The Eighth Circuit found that because plaintiffs had not alleged
that they themselves had actually purchased or consumed any defective
non-kosher hot dogs, plaintiffs had not pleaded an injury for standing
purposes.  But, unlike Wallace, this wasn’t a manufacturing
defect case.  The municipalities weren’t
arguing that some poorly-made subset of flushable wipes was responsible for
their injuries, but that falsely advertising an entire class of wipes as
flushable harmed them.  The Wallace plaintiffs “never claimed to
have actually come into contact with the offending non-kosher hot dogs, while
Plaintiffs here have repeatedly alleged that not-actually-flushable ‘flushable’
wipes are clogging their water treatment facilities.”  Defendants’ manipulation of INDA also
plausibly caused the municipalities an injury.
Nor was it fatal that clogs can be traced to numerous
different causes.  “A plaintiff is not
deprived of standing merely because he or she alleges a defendant’s actions
were a contributing cause instead of the lone cause of the plaintiff’s injury.”
Article III standing is not proximate causation.  Flushable wipes allegedly caused one in four
clogs, which was enough for standing. 
Plus, the municipalities plausibly alleged a risk of future harm, which
couldn’t be accompanied with a perfectly detailed causal chain. The court did
find that plaintiffs couldn’t proceed with a Declaratory Judgment Act claim
because it wasn’t a real claim.
But more importantly, breach of warranty and consumer
protection claims survived. Breach of warranty: In Minnesota, “where a
third-party suffers property damage from a product, that person may constitute
a third-party beneficiary even if the party never used, purchased, or otherwise
acquired the product,” and that was properly alleged here.  Defendants argued that plaintiffs’ claims
were time-barred by the four-year statute of limitations, since the wipes have
been on the market since at least 2008. 
But the warranty at issue here, that the wipes are actually flushable,
“extends to future performance of the goods” – the flushing of the wipe. The cause
of action does not accrue until the date “the breach is or should have been
discovered,” which is no earlier than the date the consumer flushes the wipe
down the toilet. Thus there was no time bar “for at least a great portion of
the wipes that are allegedly clogging and will clog Plaintiffs’ sewer
systems.”  Nor was there a failure to
provide pre-suit notice, as required by Minnesota law.
Express warranty: Minnesota, adopting the UCC, takes the
position that: “In actual practice, affirmations of fact made by the seller
about the goods during a bargain are regarded as part of the description of
those goods; hence no particular reliance on such statements need be shown in
order to weave them into the fabric of the agreement.” The wipes say
“flushable”; this affirmation of fact was woven into the fabric of the
agreement.
Implied warranty of merchantability: Defendants argued that
a reasonable person might think a wipe was “flushable” as long as it passed
through their toilet’s piping.  But the municipalities properly alleged that
the defendants described their wipes as safe not just for toilets, but also for
wastewater treatment facilities. “A reasonable person would undoubtedly expect
that a product represented to be safe for sewer systems actually be safe for
sewer systems – not just for the consumer’s own piping.”  However, the court dismissed claims based on
the implied warranty of fitness for a particular purpose.
Minnesota consumer protection statutes: the municipalities
weren’t purchasers, but the state law doesn’t require them to be.  Grp. Health Plan, Inc. v. Phillip Morris Inc.,
621 N.W.2d 2 (Minn. 2001) (“[T]o state a claim that any of the substantive
[consumer protection] statutes has been violated, the plaintiff need only plead
that the defendant engaged in conduct prohibited by the statutes and that the
plaintiff was damaged thereby.”)  Nor did
Minnesota’s deceptive trade practices statute require competition between the
parties.  Lexmark was persuasive, but not state law, “and cannot overcome the
text of Minnesota’s statute: Plaintiffs ‘need not prove competition’ in Minnesota.
Minn. Stat. § 325D.44, subd. 2.”
The Wisconsin Tort Reform Act didn’t defeat these claims
either.  The legislature was trying to
bar plaintiffs from recovering “even when a plaintiff could identify only a
class of products, made and sold by a class of companies, as the source of the
plaintiff’s injury.” The plaintiff in a product liability case must therefore “prove
that the defendant is associated with ‘the specific product alleged to have
caused the claimant’s injury or harm.’”  There were no cases interpreting the statute.
Nonetheless, the court declined to dismiss most of the
claims. First, the Tort Reform Act was a burden of proof rule, not a pleading
rule.  Under Twiqbal, plaintiffs’ complaint satisfied the Act’s requirements;
they alleged injury by the specific wipes produced by these defendants. The
municipalities also alleged that they could determine which wipes were in which
particular plaintiff’s wastewater treatment facilities. “[I]t is a close
question whether it is plausible that each and every specific product is
causing each and every plaintiff harm – but when examined on a product by
product basis, it is plausible that each product has been sold to customers in
the vicinity of Plaintiffs’ sewer systems and has entered their piping and caused
them the harm that they allege to have taken place.”
Plaintiffs also pled a public nuisance claim.  In Wisconsin, a public nuisance is “a
condition or activity which substantially or unduly interferes with the use of
a public place or with the activities of an entire community.” The allegations
that defendants’ products were drastically increasing the cost of water
treatment facilities, and that these facilities were used to clean the water
for the public health, were sufficient. Defendants’ main argument was that they
weren’t responsible for the literal clogs, but rather the allegedly inadequate
or false warnings that indirectly led to the clogs.  But Wisconsin didn’t require direct
causation, only that the defendant (1) had “either actual or constructive”
notice of the alleged public nuisance, and (2) failed to “abate” the public
nuisance causing the plaintiff’s injury.  Representing that wipes were flushable could
be a covered nuisance “activity.”

Tufco brought a separate motion to dismiss. Because it makes
wipes for private label customers and is “apparently not a consumer-facing
company,” tracking Tufco’s responsibility was more difficult. Still, plaintiffs
did allege that Tufco “clearly advertises ‘flushable’ wipes for its consumers”
on its website, and it was more than plausible to suggest that this claim
mattered to private label customers. 
However, for Wisconsin claims, the Tort Reform Act required more.  Plaintiffs needed to allege that Tufco made
wipes for a specific company, and that those wipes caused them harm.

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Lumps in materiality survey fail to justify its exclusion

Select Comfort Corp. v. Tempur Sealy Int’l, Inc., No.
13-2451, 2016 WL 5496340 (D. Minn. Sept. 28, 2016)
The court resolves various motions surrounding expert
testimony in this false advertising case about the effects of certain
comparative claims on Select Comfort Sleep Number mattress sales.  The claims were made mostly through the flyer
below, though also allegedly through statements from salespeople, the latter including
that Sleep Number beds develop mold and that defendant Mattress Firm chose to
stop selling Sleep Number due to quality issues.
flyer

In 2013, the Court granted a TRO enjoining Mattress Firm
from making various representations to consumers regarding Select Comfort and
its products, but lots of issues remain.
For one thing, the court allowed testimony about calculation
of profits to stay in, because disgorgement may be an available remedy even
though the court previously granted summary judgment against Select Comfort on
the issue of willfulness.  Whether
disgorgement is available without willfulness is an issue of law reserved for
later.  However, the court excluded
testimony about Tempur-Pedic’s total profits from sales of products other than
Tempur-Choice, the subject of the comparative ads at issue:
Tempur-Choice is the only
Tempur-Pedic product with the same feature as the Sleep Number bed—the ability
to separately adjust mattress firmness on either side of the bed.
Tempur-Pedic’s other mattress lines (not air-adjustable) vary greatly to the
extent that they offer different features and sell at different prices. An
accounting of profits under the Lanham Act is intended to award profits on
sales that are attributable to infringing conduct. While under a disgorgement
model Plaintiff must only prove Tempur-Pedic’s sales, those sales must be of the
allegedly falsely advertised products.
The court also excluded a lost profits calculation based on
comparing Select Comfort’s sales at stores near defendant Mattress Firm stores
versus sales at stores not near Mattress Firm stores.  Because the expert didn’t distinguish between
Mattress Firm stores where the salespeople made the statements at issue as part
of an organized campaign of disparagement from Mattress Firm stores where there
was no evidence of such statements, the damages model was inappropriate
bootstrapping: it assumed liability to prove liability.  Nor did the model appropriately account for
other differences between stores, such as the amount of local advertising
Select Comfort invested in.
Hal Poret conducted a survey for Select Comfort.  One group was used to test the materiality of
three statements Mattress Firm sales representatives made with regard to Sleep
Number beds; another group was questioned about the flyer or a control version
of the flyer that didn’t use “hammocking” imagery or claim that Select Comfort
used “commodity foam.”  The flyer groups
were asked what they understood the flyer to communicate, such as a comparison
between Tempur-Choice and Sleep Number beds. The survey used open-ended
questions about what the flyer communicated, then questions about specific
sections of the flyers such as as “commodity memory foam” and the “hammocking”
imagery. Respondents were then shown the flyer and asked about specific parts,
with the specific parts marked with a red box, e.g., “What, if anything, does
this phrase (with a red box around it) communicate to you about SLEEP NUMBER
beds?” and followups about why the statement was negative or positive
(depending on the respondent’s answer) and whether it would affect their
purchase intentions.
 

survey flyer with check marks
Poret concluded, based on the closed-ended question, 44% of
the test group respondents understood the phrase “commodity foam” to
communicate something negative, and 31% of the test group respondents answered
that the phrase “commodity” memory foam would make them less likely to purchase
a Sleep Number bed. In the closed-ended question, 27.5% of the Test Group
respondents answered that that Sleep Number beds allow hammocking, and 55%
answered that this section of the ad would negatively impact their likelihood
of purchasing a Sleep Number bed.  

Poret also tested statements allegedly made by Mattress Firm sales associates
that: (1) the store stopped selling Sleep Number beds because too many
customers returned them; (2) the store stopped selling Sleep Number beds
because too many customers had problems with them; and (3) Sleep Number beds
develop mold.  Poret also asked about
additional statements aimed at being “control statements.”  Poret concluded that the test statements were
“highly material” because high percentages said that the test statements would
influence their decisions.  Respondents
also said that the control statements would influence their decisions to
various degrees, averaging 14%, which he counted as the relevant noise.  Even after subtracting 14% from the test
question results, he concluded that the results still “strongly indicate[d]”
that the statements or substantially similar statements were material.
Defendants challenged the survey for having an overinclusive
sample population: any individual who purchased any memory foam or adjustable
air/memory foam mattress in the past two years, or who planned to purchase any
memory foam or adjustable air/memory foam mattress in the next two years. Poret
did not limit his sample population to those who purchased or planned to
purchase mattresses within the relevant price range, and didn’t control for
current owners of the parties’ products.  Further, defendants argued the survey didn’t
approximate actual market conditions because of the other information consumers
would have encountered in the marketplace and because it forced them to pay
attention to and understand the challenged claims, which might not have
otherwise happened, especially since Poret circled the challenged claims with
red boxes (which has a negative connotation). 
The court found that none of these criticisms merited excluding the
survey, especially given the presence of a control group.
Mattress Firm also challenged Poret’s use of specific
statements to test materiality, arguing that its salespeople didn’t say those
exact things.  “Mattress Firm can
question Poret about his choice of test statements and a jury can decide how
much, if any, weight to afford the survey based on that, and other factors.”  Defendants’ own experts could also criticize
Poret for not including other factors that might influence mattress purchases.
A defendant expert witness on polyurethanes, however, didn’t
have relevant expertise to testify on the meaning of “commodity foam” to
consumers:

Here, there is no evidence that
Defendants consulted any expert to determine the meaning of “commodity” before
creating their advertisement, and it appears that Fogg’s testimony on this
point is being offered as an after-the-fact explanation for a marketing
decision. Fogg is a polyurethane expert, not a marketing expert, and he has no
particular qualification that would allow him to opine on how a consumer would
perceive the meaning of the advertisement. 

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