New York Law Review

Tag: Deceptive Advertising

  • State v. General Motors Corp., 48 N.Y.2d 836 (1979): Deceptive Advertising and Consumer Protection

    48 N.Y.2d 836 (1979)

    Advertising is deceptive if it conveys a false impression to the consumer, and the Attorney General can seek injunctive relief and restitution for injured parties when a business engages in repeated fraudulent or illegal acts.

    Summary

    The New York Attorney General sued General Motors (GM) for disseminating misleading advertising, alleging that GM misled consumers into believing that each GM division used engines specifically designed for that division’s cars when, in fact, GM frequently interchanged engines between divisions. The trial court found GM liable and awarded injunctive relief and restitution. The Appellate Division affirmed. The Court of Appeals reversed in part, finding that the record contained conflicting evidence that required an evidentiary hearing, and the case was remitted for such hearing. The Court affirmed the denial of GM’s motion to dismiss on res judicata grounds.

    Facts

    The Attorney General brought a proceeding against General Motors, alleging that GM’s advertising practices were deceptive. Specifically, the Attorney General argued that GM’s advertisements led consumers to believe that each division of GM (e.g., Cadillac, Buick, Oldsmobile, Pontiac) used engines specifically designed and manufactured for that division’s vehicles. In reality, GM regularly used engines manufactured by one division in vehicles produced by other divisions without informing consumers. The Attorney General presented evidence of GM’s advertising materials and consumer complaints indicating actual deception.

    Procedural History

    The Supreme Court found that GM had engaged in deceptive advertising practices. It awarded injunctive relief and restitution in the form of extended warranties and cash rebates to consumers who purchased certain 1977 models with engines from different GM divisions. The Appellate Division affirmed the Supreme Court’s decision. General Motors appealed to the New York Court of Appeals.

    Issue(s)

    Whether the Supreme Court was justified in concluding that General Motors had engaged in deceptive advertising and awarding relief based solely on documentary evidence, or whether an evidentiary hearing was necessary to resolve disputed issues of fact.

    Holding

    No, in part, because the record contained conflicting evidence regarding the deceptive nature of GM’s practices, making summary disposition inappropriate. Yes, in part, because the denial of the motion to dismiss on res judicata grounds was proper.

    Court’s Reasoning

    The Court of Appeals stated that while there was evidence suggesting GM was guilty of misleading advertising, there was also substantial countervailing proof. This conflicting evidence precluded a summary disposition. The Court emphasized that GM’s engine-switching practice appeared to be common in the automobile industry and other manufacturing sectors. The Court agreed with the dissenting opinion at the Appellate Division, which argued that an evidentiary hearing was necessary to resolve the factual disputes.

    Judge Gabrielli, dissenting in part, argued that the advertising was deceptive as a matter of law, emphasizing that consumer protection statutes aim to safeguard even “the ignorant, the unthinking and the credulous who, in making purchases, do not stop to analyze but are governed by appearances and general impressions” (quoting Guggenheimer v. Ginzburg, 43 N.Y.2d 268, 273). He cited specific examples, such as Oldsmobile advertisements promoting a V6 engine (actually a Buick engine) and Buick’s Buyer’s Guide listing engines manufactured by Pontiac and Oldsmobile as Buick engines. However, Gabrielli agreed that the matter should be remitted to determine the appropriate measure of restitution to defrauded consumers, emphasizing that “Subdivision 12 of section 63 does not authorize the imposition of fines as a means of penalizing fraudulent conduct, but instead speaks in terms of restitution for actual injuries.”

  • Commissioner of Consumer Affairs v. The Webster’s Dictionary Co., 43 N.Y.2d 834 (1977): Standard for Deceptive Advertising Claims

    Commissioner of Consumer Affairs v. The Webster’s Dictionary Co., 43 N.Y.2d 834 (1977)

    A complaint alleging deceptive advertising practices should not be dismissed if it contains factual allegations that, taken together, manifest any cause of action cognizable at law, and the standard for evaluating deceptive advertising is its capacity to deceive or mislead the ignorant, the unthinking, and the credulous.

    Summary

    The Commissioner of Consumer Affairs of the City of New York sued The Webster’s Dictionary Company, alleging deceptive advertising practices related to the sale of a dictionary. The Commissioner claimed the advertisements falsely represented the dictionary as “authentic,” misrepresented its list price, and provided misleading reasons for price reductions. The lower courts dismissed the complaint, finding no cause of action. The New York Court of Appeals reversed, holding that the complaint stated a cause of action under the Consumer Protection Law and should not have been dismissed. The court emphasized that deceptive advertising should be evaluated from the perspective of the vulnerable consumer.

    Facts

    The Webster’s Dictionary Company filed a certificate to conduct business under that name. It advertised a dictionary called “Webster’s Encyclopedic Dictionary of the English Language” in various publications. The advertisements claimed the dictionary was “The Authentic Webster’s,” offered it at a reduced price of $19.95 from a purported list price of $39.95, and attributed the price reduction to the depressed economy.

    Procedural History

    The Commissioner of Consumer Affairs sued The Webster’s Dictionary Company, seeking a permanent injunction against the allegedly deceptive advertising. Special Term dismissed the complaint, stating the plaintiff failed to show a clear right to relief or state a cause of action. The Appellate Division affirmed the dismissal, finding only a slight chance of success. The Court of Appeals granted leave to appeal and reversed the lower court decisions.

    Issue(s)

    Whether the complaint states a cause of action under the Consumer Protection Law for deceptive advertising practices. Whether the lower courts erred in dismissing the complaint.

    Holding

    Yes, because the complaint contains factual allegations that, taken together, manifest a cause of action cognizable under the Consumer Protection Law. The lower courts erred in dismissing the complaint.

    Court’s Reasoning

    The Court of Appeals held that the complaint stated a cause of action under the Administrative Code of the City of New York, which prohibits deceptive trade practices and false advertising. The court noted that the complaint alleged the dictionary was falsely advertised as “authentic,” that the stated list price was not genuine, and that the reasons for price reductions were misleading. It emphasized that to establish a cause of action, it is not necessary to show that consumers were actually injured. The court reasoned that the standard for evaluating deceptive advertising is not the average consumer but the “ignorant, the unthinking and the credulous who, in making purchases, do not stop to analyze but are governed by appearances and general impressions.” The court stated that each cause of action embraces a forbidden type of deception set forth with sufficient factual specificity. It quoted Foley v. D’Agostino, stating that a pleading is sufficient if it identifies the transaction, indicates the theory of redress to enable the court to control the matter, and enables the adversary to prepare. The court concluded that the complaint should not have been dismissed because the essential facts had not been negated beyond substantial question by the affidavits submitted. The Court of Appeals did not address the denial of a preliminary injunction.