Gravity Defyer Medical Technology Corp. v. Federal Trade Commission

District Court, District of Columbia·Decided March 20, 2023·No. Civil Action No. 2022-1157·Published

Opinion

UNITED STATES DISTRICT COURT FOR THE DISTRICT OF COLUMBIA

GRAVITY DEFYER MEDICAL TECHNOLOGY CORP., et al.,

Plaintiffs,

Civil Action No. 22-1157 (RDM)

v.

FEDERAL TRADE COMMISSION, et al., Defendants.

MEMORANDUM OPINION

This is one of two cases pending before the Court regarding advertisements claiming, among other things, that “a double-blind study conducted by Olive View UCLA Medical Center” shows that “patients experienced significant reduction in overall pain with Gravity Defyer Footwear.” Complaint at 9, Fed. Trade Comm’n v. Gravity Defyer Med. Tech. Corp., No. 22-cv- 1464 (D.D.C. May 25, 2022), ECF No. 1. According to the Federal Trade Commission (“FTC” or “Commission”), those advertisements are false or deceptive and thus violate the Federal Trade Commission Act, id. at 18–19; according to Gravity Defyer Medical Technology Corporation (“Gravity Defyer”) and its founder, Alexander Elnekaveh, the FTC’s concerns are baseless, and its advertisements constitute constitutionally protected commercial speech, see Complaint at 2, Gravity Defyer Med. Tech. Corp. v. Fed. Trade Comm’n, No. 22-cv-1157 (D.D.C. July 22, 2022), ECF No. 12.

Before turning to the merits of that dispute, however, the Court must consider the threshold question of whether the targets of an FTC investigation and subsequent enforcement action may maintain their own suit against the FTC, where that action amounts to little more than

a defense to an FTC enforcement action. In this case, No. 22-1157, Plaintiffs ask this Court to “[e]nter a declaratory judgment holding that [the FTC’s] insistence on banning [Plaintiffs’] speech . . . constitutes a present and ongoing violation of Plaintiffs’ First Amendment rights to freedom of speech” and “Fifth Amendment due process rights” and to “permanently enjoin[] Defendants . . . from taking actions to ban [Plaintiffs’] speech.” Id. at 19 (Am. Compl.). In the FTC’s view, those arguments are properly asserted, if at all, as defenses to the enforcement action now pending before this Court in Case No. 22-1464. The FTC, accordingly, moves to dismiss Plaintiffs’ amended complaint in this action. Dkt. 20.

For the reasons explained below, the Court will GRANT the FTC’s motion to dismiss this action. Dkt. 20.

I. BACKGROUND

For purposes of evaluating the FTC’s motion, the following factual allegations, which are taken from Plaintiffs’ complaint, are accepted as true. See Am. Nat’l Ins. Co. v. FDIC, 642 F.3d 1137, 1139 (D.C. Cir. 2011). The Court does not, however, accept the truth of any legal conclusions that are unsupported by factual allegations. See Ashcroft v. Iqbal, 556 U.S. 662, 679 (2009).

Gravity Defyer is a California corporation that sells “high-quality, durable, comfort footwear,” Dkt. 12 at 4 (Am. Compl. ¶ 1), including shoes with “VersoShock” technology soles, which, according to Gravity Defyer, “alleviate pain ordinarily induced by the pressure and shock of the weight-bearing effects of walking and running,” id. at 5–6 (Am. Compl. ¶ 9). Plaintiffs allege that, in July 2019, the FTC “issued to Gravity Defyer a Civil Investigative Demand seeking to investigate pain reduction claims made in advertising for [the company’s] footwear with VersoShock soles.” Id. at 12 (Am. Compl. ¶ 30). Throughout its investigation, the FTC

raised a series of concerns about the company’s reliance in its advertisements on a study of VersoShock soles, which was commissioned by Gravity Defyer, id. at 2, and conducted by researchers at UCLA. See id. at 7–8, 12–14 (Am. Compl. ¶¶ 14–17, 34); see also Dkt. 20-1 at 10. That study concluded that “[p]ain reduction [in participants’ knees, back, ankles, and feet] was significantly greater in the intervention group”—who wore “unmarked Gravity Defyer shoes with the VersoShock soles”—than in the “traditional sole group”—who wore “Champion Anomaly shoes with all brand identifiers removed,” id. at 9 (Am. Compl. ¶¶ 20–21); see also id. at 10–11 (Am. Compl. ¶¶ 22–25) (summarizing the study’s findings). The FTC, among other things, expressed concern that the study was “insufficient [in] size” and in “duration;” that the researchers “fail[ed] to ensure adequate double-blinding;” and that the study “relied solely on participants’ self-reported pain levels instead of including range of motion or other functional tests.” Id. at 13 (Am. Compl. ¶ 34).

“In an effort to avoid litigation,” id. at 15 (Am. Compl. ¶ 39), Gravity Defyer and its founder, Alexander Elnekaveh, offered in a February 15, 2022 letter to apply “qualifying language . . . to Gravity Defyer’s current advertising,” Dkt. 12-1 at 2 (Ex. A). The FTC replied two days later, on February 17, 2022, indicating that the proposed language was “unacceptable” and proposing alternate advertising claims that Gravity Defyer could make about its VersoShock soles. Id. at 2–3 (Ex. A). In that same letter, the FTC indicated that it “would like to reach a settlement,” which would “include a monetary component and . . . [an] agreement to a stipulated order.” Id. at 3 (Ex. A). “If your clients are willing to cease making advertising claims based on the study,” the FTC’s counsel wrote, “please let us know and we would be happy to discuss the remaining aspects of the settlement with you.” Id. But those settlement negotiations broke down, and, on April 22, 2022, the FTC notified Plaintiffs that “the Commission ha[d] voted

(unanimously) and the case ha[d] been referred to the Department of Justice pursuant to 15 U.S.C. § 56(a)(1).” Dkt. 12-3 at 2 (Ex. C); see also Dkt. 12 at 16 (Am. Compl. ¶ 45).

Four days later, on April 26, 2022, Plaintiffs filed suit in this Court, seeking declaratory and injunctive relief. Dkt. 1 (Compl.). Among other things, Plaintiffs asked this Court to declare that the “FTC’s action” (i.e., the February 17th letter indicating an intention to “prohibit [Plaintiffs] . . . from making any ‘advertising claims that cite or otherwise rely on’ the UCLA Study”) was “unconstitutional under the First and Fifth Amendments.” Id. at 3 (Compl.) (quoting Dkt. 1-1 at 3 (Ex. A)). On May 25, 2022, however, the FTC filed an enforcement action against Gravity Defyer and Elnekaveh in this Court. See Complaint, Fed. Trade Comm’n v. Gravity Defyer, No. 22-cv-1464 (D.D.C. May 25, 2022), ECF No. 1. In that action, No. 22- 1464, the FTC alleges that Gravity Defyer’s advertising practices violate provisions of the FTC Act prohibiting “unfair or deceptive acts or practices in or affecting commerce,” 15 U.S.C. § 45(a), including the “disseminat[ion] [of] any false advertisement,” id. § 52(a). Complaint at 18–20, Fed. Trade Comm’n, No. 22-cv-1464, ECF No. 1. The FTC also alleges that Gravity Defyer and Elnekaveh are acting in violation of a 2001 FTC Order that prohibited Elnekaveh— “directly or through any corporation”—from “misrepresent[ing]” either (1) “the existence, contents, validity, results, conclusions, or interpretations of any test, study or research” or (2) “that the experience represented by any user testimonial or endorsement of [a] product represents the typical or ordinary experience of members of the public.” Id. at 5–6 (Compl. ¶¶ 14–15); see id. at 17–18 (Compl. ¶¶ 29–36).

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