This is the latest in the series of Consumer Law Watch columns from lawyers at Jenner & Block tracking the latest in privacy/cybersecurity, fintech, food and beverage, trade secrets, and other developments affecting consumer law in California.

As the California Supreme Court recently emphasized, California’s Unfair Competition Law provides courts with “broad equitable authority to protect consumers from unfair or deceptive business practices and advertising.” Nationwide Biweekly Admin. v. Superior Court, 9 Cal. 5th 279, 326 (2020). It is therefore unsurprising that plaintiffs in false advertising lawsuits routinely assert claims under the UCL, allege that the defendant’s advertising or labeling was deceptive, and seek restitution—an equitable remedy—to compensate them for the money they allegedly lost as a result.

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