Price v. Philip Morris, Inc.

2014 IL App (5th) 130017
CourtAppellate Court of Illinois
DecidedMay 7, 2014
Docket5-13-0017
StatusUnpublished
Cited by1 cases

This text of 2014 IL App (5th) 130017 (Price v. Philip Morris, Inc.) is published on Counsel Stack Legal Research, covering Appellate Court of Illinois primary law. Counsel Stack provides free access to over 12 million legal documents including statutes, case law, regulations, and constitutions.

Bluebook
Price v. Philip Morris, Inc., 2014 IL App (5th) 130017 (Ill. Ct. App. 2014).

Opinion

NOTICE 2014 IL App (5th) 130017 Decision filed 04/29/14, corrected 05/07/14. The text of NO. 5-13-0017 this decision may be changed or corrected prior to the filing of a Petition for Rehearing or the IN THE disposition of the same.

APPELLATE COURT OF ILLINOIS

FIFTH DISTRICT ________________________________________________________________________

SHARON PRICE and MICHAEL FRUTH, ) Appeal from the Individually and on Behalf of All Others Similarly ) Circuit Court of Situated, ) Madison County. ) Plaintiffs-Appellants, ) ) v. ) No. 00-L-112 ) PHILIP MORRIS, INCORPORATED, ) Honorable ) Dennis R. Ruth, Defendant-Appellee. ) Judge, presiding. ________________________________________________________________________

JUSTICE CHAPMAN delivered the judgment of the court, with opinion. Justices Stewart and Schwarm1 concurred in the judgment and opinion.

OPINION

¶1 The plaintiffs appeal an order denying their petition for relief from judgment (735

ILCS 5/2-1401 (West 2006)). The petition was filed under an unusual set of procedural

circumstances. The plaintiffs filed a lawsuit alleging that the defendant's use of the terms

"light" and "low tar" in advertising its cigarettes constituted fraud. The plaintiffs

1 Justice Wexstten was originally assigned to participate in this case. Justice

Schwarm was substituted on the panel subsequent to Justice Wexstten's retirement and

has read the briefs and listened to the tape of oral argument.

1 prevailed at trial; however, the judgment was reversed on appeal on the basis of a

statutory provision barring consumer fraud actions where the challenged conduct was

specifically authorized by federal regulations (see 815 ILCS 505/10b(1) (West 2000)).

Price v. Philip Morris, Inc., No. 5-09-0089 (Feb. 24, 2011) (unpublished order under

Supreme Court Rule 23). The matter was remanded to the trial court with directions to

dismiss the complaint. The plaintiffs subsequently filed a section 2-1401 of the Code of

Civil Procedure (735 ILCS 5/2-1401 (West 2006)) petition for relief from judgment,

alleging that (1) evidence unavailable to the plaintiffs at trial showed that the Federal

Trade Commission never authorized use of the terms "light" and "low tar" by the

defendant, and (2) had the plaintiffs been able to present this evidence at trial, the result

on appeal would have been different. In ruling on the petition, the trial court found that

the plaintiffs (1) had a meritorious claim, and (2) acted with due diligence both in

attempting to present that claim at trial and in filing the section 2-1401 petition as soon as

possible. However, the court further determined that it was "equally likely" that the

supreme court would have reversed on other grounds had it ruled differently on the

question of section 10b(1). In this appeal, the plaintiffs argue that the court

impermissibly exceeded the scope of section 2-1401 review but ruled correctly on all

other issues. We reverse.

¶2 The plaintiffs, Sharon Price and Michael Fruth, filed a class action law suit

alleging that the defendant, Philip Morris, Inc., violated the Illinois Consumer Fraud and

Deceptive Business Practices Act (Consumer Fraud Act) (815 ILCS 505/1 to 12 (West

2000)) by advertising its cigarettes as "light" or "low tar." The defendant raised 27 2 affirmative defenses, including an exclusion found in section 10b(1) of the Consumer

Fraud Act. That statute provides that the Consumer Fraud Act is inapplicable to claims

involving conduct that has been "specifically authorized" by any federal regulatory body.

815 ILCS 505/10b(1) (West 2000).

¶3 The defendant argued that section 10b(1) applied in this case because the Federal

Trade Commission (FTC) specifically authorized use of the terms "light" and "low tar" in

consent decrees entered in enforcement actions involving other cigarette manufacturers.

In particular, the defendant pointed to a 1971 consent decree entered in an enforcement

action against American Brands and a 1995 consent decree involving the American

Tobacco Company. Both consent decrees permitted the manufacturers to use the terms in

their advertising with certain conditions and limitations. At issue in this case was

whether these consent decrees could be deemed regulatory activity. The defendant

presented the testimony of an expert witness who stated that cigarette manufacturers

relied on consent decrees to tell them what claims they could make in their advertising.

The trial court rejected the defendant's contention, finding that "no regulatory body has

ever required (or even specifically approved) the use of these terms by Philip Morris."

¶4 On March 21, 2003, the court entered a $10.1 billion judgment in favor of the

plaintiffs. On December 15, 2005, the Supreme Court of Illinois reversed that judgment,

finding that section 10b(1) of the Consumer Fraud Act barred the plaintiffs' action. Price

v. Philip Morris, Inc., 219 Ill. 2d 182, 258, 848 N.E.2d 1, 46 (2005) (Price I). The

supreme court found that Philip Morris's actions were specifically authorized by the FTC

through a process of "informal regulatory activity," including the use of consent decrees. 3 Price I, 219 Ill. 2d at 258, 848 N.E.2d at 46. The court thus found section 10b(1)

applicable, reversed the judgment, and remanded the matter to the trial court with

directions to dismiss the plaintiffs' complaint. Price I, 219 Ill. 2d at 274, 848 N.E.2d at

55.

¶5 The plaintiffs filed a petition for rehearing, which the Illinois Supreme Court

denied on May 20, 2006. They then filed a petition for a writ of certiorari with the

United States Supreme Court. On November 27, 2006, the Court denied their petition

and declined to hear the appeal. The mandate of the Illinois Supreme Court issued on

December 5, 2006. Pursuant to that mandate, the trial court entered an order dismissing

the plaintiffs' action with prejudice on December 18, 2006.

¶6 A key component of our Illinois Supreme Court's holding was its finding that the

FTC itself intended its consent decrees "to provide guidance to the entire cigarette

industry." Price I, 219 Ill. 2d at 258, 848 N.E.2d at 46. Subsequently, two statements

issued by the FTC cast doubt on the factual accuracy of this finding. In June 2008, the

FTC filed an amicus brief in an unrelated case before the United States Supreme Court.

That brief indicated that the FTC never intended to authorize the use of these terms.

Altria Group, Inc. v. Good, 555 U.S. 70, 87 (2008) (emphasizing that the federal

government in its amicus brief "disavows any policy authorizing the use of 'light' and

'low tar' descriptors"). The Supreme Court issued its decision in Altria Group on

December 15, 2008.

¶7 Meanwhile, on December 8, 2008, the FTC issued a rescission of guidance. In so

doing, the FTC rescinded a 1966 guidance concerning representations of tar and nicotine 4 content that cigarette manufacturers could make in advertising and cigarette packaging.

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Price v. Philip Morris, Inc.
2014 IL App (5th) 130017 (Appellate Court of Illinois, 2014)

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