Mosher-Clark v. Gravity Defyer Medical Technology Corporation

District Court, N.D. California·Decided September 8, 2023·No. 4:22-cv-05288·Unknown

Opinion

CECELIA MOSHER-CLARK, Case No. 22-cv-05288-HSG

Plaintiff, ORDER GRANTING IN PART AND DENYING IN PART DEFENDANT'S v. MOTION TO DISMISS

GRAVITY DEFYER MEDICAL Re: Dkt. No. 31 TECHNOLOGY CORPORATION, Defendant. This putative class action lawsuit alleges that Defendant Gravity Defyer Medical Technology Corporation (“Defendant” or “Gravity Defyer”) deceives consumers into purchasing shoes that do not provide the advertised clinically proven pain relief. Dkt. No. 30 (“FAC”). Before the Court is Defendant’s motion to dismiss, which is fully briefed. Dkt. Nos. 31 (“Mot.”), 32 (“Opp.”), 33 (“Reply”). The Court finds this matter appropriate for disposition without oral argument, see Civil 7-1(b), and GRANTS IN PART and DENIES IN PART the motion. The following allegations are drawn from the FAC. Defendant is a designer and manufacturer of shoes worn to relieve knee, ankle, foot, and back pain using “VersoShock” technology. FAC ¶¶ 1,7. Defendant commissioned a study by the Olive View-UCLA Medical Center (the “UCLA Study”) to conduct a clinical evaluation of its shoes. FAC ¶¶ 2, 11, n.4. The UCLA Study was a double-blind study which Defendant used to advertise that its shoes were “clinically shown to relieve knee pain” by 85%, along with back pain by 91%, ankle pain by 92%, and foot pain by 75%. FAC ¶ 11. Based on advertisements citing the UCLA study, the FTC sued Defendant in May 2022, alleging “misrepresentations through user testimonials or about tests, Corp., No. 1:22-cv-01464 (D.D.C. May 25, 2022)).1 In April 2021, Cecelia Mosher-Clarke (“Plaintiff”) purchased a pair of Mighty Walk shoes, designed and manufactured by Defendant with VersoShock technology, on Amazon.com for $135. FAC ¶ 24. In making her purchase, Plaintiff alleges she relied on Defendant’s website advertising materials and Amazon’s product page. FAC ¶¶ 11-12, 24. After wearing the shoes “four days a week for fourteen hours per day” for two months, Plaintiff alleges she did not experience any pain relief. FAC ¶ 24. The FAC cuts and pastes twenty-one negative Amazon reviews of the Ion shoe model, which is also manufactured by Defendant and contains VersoShock technology. FAC n. 1, ¶ 16. In August 2022, Plaintiff served a demand letter on Defendant, then filed suit in September 2022. FAC ¶ 111. Plaintiff’s complaint, amended in February 2023, disavows relying on the theory that the UCLA Study does not substantiate Defendant’s advertisements, but instead contends that Defendant’s representations are false because “Defendant’s Footwear cannot, and does not, provide pain relief.” FAC ¶¶ 15, 20. Federal Rule of Civil Procedure 8(a) requires that a complaint contain “a short and plain statement of the claim showing that the pleader is entitled to relief.” Fed. R. Civ. P. 8(a)(2). A defendant may move to dismiss a complaint for failing to state a claim upon which relief can be granted under Rule 12(b)(6). “Dismissal under Rule 12(b)(6) is appropriate only where the complaint lacks a cognizable legal theory or sufficient facts to support a cognizable legal theory.” Mendiondo v. Centinela Hosp. Med. Ctr., 521 F.3d 1097, 1104 (9th Cir. 2008). To survive a Rule 12(b)(6) motion, a plaintiff need only plead “enough facts to state a claim to relief that is plausible on its face.” Bell Atl. Corp. v. Twombly, 550 U.S. 544, 570 (2007). A claim is facially plausible when a plaintiff pleads “factual content that allows the court to draw the reasonable inference that the defendant is liable for the misconduct alleged.” Ashcroft v. Iqbal, 556 U.S. 662, 678 (2009). Rule 9(b) imposes a heightened pleading standard where fraud is an essential element of a claim. See Fed. R. Civ. P. 9(b) (“In alleging fraud or mistake, a party must state with particularity the circumstances constituting fraud or mistake.”); see also Vess v. Ciba–Geigy Corp. USA, 317 F.3d 1097, 1107 (9th Cir. 2003). A plaintiff must identify “the who, what, when, where, and how” of the alleged conduct, so as to provide defendants with sufficient information to defend against the charge. Cooper v. Pickett, 137 F.3d 616, 627 (9th Cir. 1997). However, “[m]alice, intent, knowledge, and other conditions of a person's mind may be alleged generally.” Fed. R. Civ. P. Rule 9(b). In reviewing the plausibility of a complaint, courts “accept factual allegations in the complaint as true and construe the pleadings in the light most favorable to the nonmoving party.” Manzarek v. St. Paul Fire & Marine Ins. Co., 519 F.3d 1025, 1031 (9th Cir. 2008). Nevertheless, courts do not “accept as true allegations that are merely conclusory, unwarranted deductions of fact, or unreasonable inferences.” In re Gilead Scis. Secs. Litig., 536 F.3d 1049, 1055 (9th Cir. 2008) (quoting Sprewell v. Golden State Warriors, 266 F.3d 979, 988 (9th Cir. 2001)). And even where facts are accepted as true, “a plaintiff may plead [him]self out of court” if he “plead[s] facts which establish that he cannot prevail on his ... claim.” Weisbuch v. Cty. of Los Angeles, 119 F.3d 778, 783 n.1 (9th Cir. 1997) (quotation omitted). Even if the court concludes that a 12(b)(6) motion should be granted, the “court should grant leave to amend even if no request to amend the pleading was made, unless it determines that the pleading could not possibly be cured by the allegation of other facts.” Lopez v. Smith, 203 F.3d 1122, 1127 (9th Cir. 2000) (en banc) (quotation omitted). A. UCL, CLRA, FAL Claims Plaintiff’s claims under California's Unfair Competition Law (UCL), False Advertising Law (FAL), and Consumer Legal Remedies Act (CLRA) are based on the theory that Defendant’s representation that its shoes are clinically proven to provide pain relief is false because the shoes do not in fact provide such relief. FAC ¶¶ 5, 42, 43, 72. The UCL prohibits any “unlawful, unfair or fraudulent business act or practice and unfair, deceptive, untrue or misleading advertising.” plaintiff must plausibly allege that the defendant's product claims are false or misleading. Williams v. Gerber Prods., Co., 552 F.3d 934, 938 (9th Cir. 2008). A plaintiff may establish falsity “by testing, scientific literature, or anecdotal evidence.” Nat'l Council Against Health Fraud Inc. v. King Bio Pharms. Inc., 107 Cal. App. 4th 1336, 1345-46 (2003). The “unlawful” prong of the UCL incorporates other laws and treats violations of those laws as unlawful business practices independently actionable under state law. Chabner v. United Omaha Life Ins. Co., 225 F.3d 1042, 1048 (9th Cir. 2000). California's CLRA prohibits any “unfair methods of competition and unfair or deceptive acts or practices undertaken by any person in a transaction intended to result or which results in the sale or lease of goods or services to any consumer.” Cal. Civ. Code § 1770. The FAL prohibits any “untrue or misleading” advertising. Cal. Bus. & Prof. Code § 17500.

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