Magistrate: 'Pure And Natural' Diapers Run Afoul Of Reasonable Consumer Standard

Magistrate: 'Pure And Natural' Diapers Run Afoul Of Reasonable Consumer Standard

SAN FRANCISCO - A reasonable consumer would expect diapers advertised as "pure and natural" to be free from non-natural materials, and the manufacturer's disclosures elsewhere on the package do not remedy the ambiguity, a federal magistrate judge held Dec. 10 in largely allowing California unfair competition law (UCL) claims to proceed (Dianna Jou, et al. v. Kimberly-Clark Corp., et al., No. 13-3075, N.D. Calif.; 2013 U.S. Dist. LEXIS 173216).

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