Attack on Tropicana for Deceptive Advertising

After years and years of marketing, the word Tropicana is now synonymous with orange juice, fresh squeezed, “straight from the grove,” good for you orange juice. Tropicana actually boasts that its orange juice is “100%” natural. However, the company is now fighting off a series of lawsuits filed against it nationwide alleging the company is misleading its customers with this claim.

The Chicago Tribune, reports that the lawsuits allege that the juice is in fact not natural, but rather full of additives that give the juice its consistent flavor year round regardless of the sweetness of the actual oranges. The lawsuits further allege that Tropicana’s labeling and advertising are deceptive and not truthful and induces consumers to buy the product based on false material misrepresentations.Attack on Tropicana for Deceptive Advertising

Tropicana has not publicly commented on the lawsuits other than “that it is committed to full compliance with labeling laws and to producing “’great-tasting 100 percent orange juice.’”

In the United States, the Federal Trade Commission has the responsibility of regulating deceptive advertising practices. In doing so, the FTC partners with United States Department of Agriculture (“USDA”), and the Food and Drug Administration (“FDA”). The laws that prohibit unfair and deceptive practices are quite complex. If you are advertising or marketing your business with flyers, newspaper advertisements, or even simply on your company’s website, you should consult with an attorney who focuses his practice on business-related laws. A Chicago based lawyer who is familiar with both the federal laws and Illinois state advertising laws will be able to provide your company with advice to minimize your risk of being sued.