The Lanham Act authorizes a suit by one company against a competitor who uses a false or misleading description or representation about the competitor's goods. See 15 U.S.C. 1125(a). So, let's say you make pomegranate juice, and you sue under the Lanham Act, claiming that a competitor markets a product that it calls
pomegranate juice that contains little or no pomengranate. Well, the Ninth Circuit just said in Pom Wonderful v. Coca-Cola, No. 10-55861 (May 17, 2012), that the Lanham Act claim is no good because of the FDA's supposedly comprehensive control over the naming and labeling of juice products. Here's a key part of the opinion:
We do not suggest that mere compliance with the FDCA or with FDA regulations will always (or will even generally) insulate a defendant from Lanham Act liability. We are primarily guided in our decision not by Coca-Cola’s apparent compliance with FDA regulations but by Congress’s decision to entrust matters of juice beverage labeling to the FDA and by the FDA’s comprehensive regulation of that labeling. To give as much effect to Congress’s will as possible, we must respect the FDA’s apparent decision not to impose the requirements urged by Pom. And we must keep in mind that we lack the FDA’s expertise in guarding against deception in the context of juice beverage labeling. In the circumstances here, “the appropriate forum for [Pom’s] complaints is the [FDA].” [citation omitted]
This passage strikes me as odd. The Ninth Circuit says that "mere" compliance in fact with the FDA's rules won't always (or "even generally") be a defense to a Lanham Act claim, but then goes on to suggest that even less will preclude application of the Lanham Act: a sort of field preemption based on Congress's decision to "entrust matters of juice beverage labeling to the FDA." A bit troubling.
The Ninth Circuit remanded for a ruling on whether Pom Wonderful has standing on its California state-law claims against Coke. But those claims don't look promising for two related reasons: First, aside from the potential standing impediment, Coke is arguing that the state-law claims are preempted by the FDCA, and the Ninth Circuit's ruling hardly bodes well on that score. Second, in an earlier phase of the case, the district court had bumped the state-law claims on federal preemption grounds.
UPDATE: Go here for a law.com article on the decision.