Harleysville Mut. Ins. Co. v. Buzz Off Insect Shield, L.L.C., ___ S.E.2d ___, 2010 WL 1492136 (N.D. 2010)
The court concluded that “[t]he CGL policies appear to provide coverage for injury resulting from some false statements made in advertisements, but do not cover injury caused by false statements an insured makes about its own products.” Id. at *1.
Broadly interpreting the “Quality or Performance of Goods–Failure to Conform to Statements” exclusion, the court found that in these circumstances, it barred a defense.
The court discerned that if allegations of injury from false statements were made about the claimant’s products then the exclusion would not necessarily preclude a defense. However, the court determined that because the only false statement was about the defendants’ own products, the exclusion applied to bar a defense.
Seven separate positive and beneficial aspects of the BOIS process used to add an insect repellant to apparel and used by manufacturers of consumer apparel such as L.L. Bean, Ex Oficio and Orvis. Defendants touted BOIS apparel by referencing statements about the insect repellant characteristics of their treated products on defendant BOIS’ website and the BOIS apparel, the websites and print advertisements of other entities that manufactured clothing to be treated with the BOIS process (“BOIS Partners”), and the advertising materials of various retailers selling the BOIS apparel (“BOIS Partner Affiliates”). Id. at *2.
SCJ, the largest selling insect repellant producer in the United States, claimed injury from its competitors marketing and advertising of the BOIS apparel. The pertinent causes of action include a trademark infringement in violation of the Lanham Act, false advertising in violation of the Lanham Act, violation of the Illinois Consumer Fraud and Deceptive Business Practices Act, violation of the Illinois Unfair Deceptive Trade Practices Act, violation of the North Carolina Unfair and Deceptive Trade Practice Act, Unfair Competition in violation of the Lanham Act and unjust enrichment.
The court deduced that only two injuries were suffered that were articulated through these various claims for relief.
First, SCJ claimed defendants caused injury by creating confusion over the origin of BOIS apparel because defendants' BUZZ OFF mark is very similar to SCJ's long-standing OFF!-based and BUZZOFF marks. Second, SCJ alleged damage resulting from defendants' advertisements concerning the efficacy of BOIS apparel, and since those advertisements were purportedly false, SCJ's injury was wrongful and compensable.
Id. at *3.
The trial court ruled in the insured’s favor finding a duty to defend for IGT, Harleysville and Erie, three consecutive insurers. “The majority of a divided panel at that court affirmed the trial court's orders. Harleysville Mut. Ins. Co. v. Buzz off Insect Shield, L.L.C., 190 N.C.App. 28, 664 S.E.2d 317 (2008).” Id. at *4.
The sole issue for appeal was the applicability of the “Quality or Performance of Goods” exclusion identified by dissenting Justice Geer in his opinion. The pertinent language read:
g. Quality or Performance of Goods–Failure to Conform to Statements
“Personal and advertising injury” arising out of the failure of goods, products or services to conform with any statement of quality or performance made in your “advertisement.”
Id. at *5.
The court expressed no view as to whether the allegations in SJC’s amended complaint within the Insuring Agreement clause of the policies of this issue was not raised by the dissenting justice.
A number of the court’s coverage assumptions are contrary to those adopted by earlier courts, which this opinion neither recognizes nor distinguishes.
The court implied a falsity element to the coverage for disparagement even though admittedly looking only to the duty to defend.
For the publication of material to constitute an offense, i.e., tortious conduct, that material must be, inter alia, false. Because “personal and advertising injury” under the language of the policies can only result from an “offense,” the published material must be, inter alia, false before injury in the ordinary sense of the word becomes “personal and advertising injury” as that term is used in the policies.
Id. at *7.
This analysis is directly contrary to that of a number of courts which have found there is nothing about the word “offense” that gives you an indication of how broad it may be.
McCormack Baron Mgmt Services, Inc. v. American Guar. & Liab. Ins. Co., 989 S.W.2d 168, 171 (Mo. 1999) (“Disparage” is defined as “to lower in esteem or reputation,” “to diminish the respect for,” “to lower in rank by actions or words,” or “to speak slightingly of.” Webster's Third New Int'l Dictionary 653 (1961); . . . The word “offense” cannot be read to limit coverage only to a particular “cause of action” or “claim.” The word “offense” simply does not have this meaning in either common usage or legal usage.).
The court further determined that “[a]n injury ‘arises out of’ an excluded source of liability when it is proximately caused by that source.” Builders Mut., 361 N.C. at 88, 637 S.E.2d at 530 (citing State Capital, 318 N.C. at 547, 350 S.E.2d at 73-74). Id. at *8. This view is hardly universal and it is perhaps not even clear that it is the proper view of North Carolina.
See Aearo Corp. v. American Int’l Specialty Lines Ins. Co., 676 F. Supp. 2d 738, 751 (S.D. Ind. 2009) (“[Judge Rodovich] predicted in a thoughtful opinion, however, that Indiana would follow the majority of other jurisdictions so that a breach of contract exclusion would apply only if the claim in question would not have existed but for the insured’s alleged breach of contract. . . . This reading is consistent with Indiana courts’ narrower interpretation of the phrase ‘arising out of’ in other commercial liability policy exclusions. See, e.g., Indiana Ins. Co. v. DeZutti, 408 N.E.2d 1275, 1280 (Ind.1980) (suggesting that ‘arising out of’ in a policy exclusion means ‘caused by’); Jim Barna Log Systems Midwest, Inc. v. General Cas. Ins. Co. of Wisconsin, 791 N.E.2d 816, 828 (Ind.App.2003) (suggesting that ‘arising out of’ means ‘resulting from’).”).
Seeming to give meaning to the exclusion in light of these two conclusions, the court stated:
As such, the Failure to Conform exclusion envisions a scenario in which a plaintiff shows that an insured's product is, in reality, something different from what the insured has advertised. . . . Thus, this exclusion removes from coverage “personal and advertising injury” proximately caused by a false statement an insured has made about its own product. See R.C. Bigelow, Inc. v. Liberty Mut. Ins. Co., 287 F.3d 242, 246 (2d Cir.2002) (“Although Celestial's complaint against Bigelow included claims of false advertising, these claims did not trigger a duty to defend under the advertising injury provision because they concerned allegedly false claims about Bigelow's products, and such false claims about the insured products are explicitly excluded by the policy.”).
Id. at *8.
The court by this statement ignores that statements about one’s products may also implicitly disparage another’s products. Indeed, this is often the case where a comparison between the two products is clearly envisioned by the audience to which the communication is addressed.
This implicit disparagement argument was specifically made by the insured, to wit:
IGT explains that there is a distinction between, on the one hand, being injured by a product's failure to perform as advertised and, on the other hand, being injured by that product's advertisement. See, e .g., Pennfield Oil Co. v. Am. Feed Indus. Ins. Co. Risk Retention Grp., Inc., No. 8:05CV315, 2007 WL 1290138, at *8 (D.Neb. Mar. 12, 2007) (“Alpharma's alleged injury is due to Pennfield's implicit disparagement of Alpharma's product and practices. Alpharma's injury-lost sales, profits and goodwill-would not be remedied if Pennfield's products were to conform to the allegedly false advertised quality. Accordingly, the court finds the failure to conform exclusion does not apply.”).
Id. at *8.
Looking to a distinction only pertinent in indemnity, not duty to defend conducts, the court stated:
[E]ven though SCJ suffers the same type of injury whether or not the advertisement is false, SCJ may only recover damages on account of its injury when the advertisement is false. The remedy for the injury inflicted by a truthful advertisement is found in the marketplace, not in the courthouse. . . . This Court, finding no ambiguity in the policies’ provision at issue, must interpret the language of the Failure to Conform exclusion as the parties intended, as expressed by their chosen words. . . . The Failure to Conform exclusion envisions an insured's false advertisement that causes injury, and the exclusion removes from coverage potential “personal and advertising injury” suffered from a false advertisement, when the falsity “aris[es] out of the failure of goods ... to conform with ... statement[s] of quality or performance made in [the insured' s] ‘advertisement.’”
Id. at *9.
This analysis assumes that the exclusion will bar any potential defense under those circumstances where there is falsity and falsity as an element of recovery. Bu the court, by failing to examine under what circumstances coverage may arise, fails to note that explicit disparagement may occur when a statement is not merely false but sufficiently misleading to injure the reputation of the party’s goods and products against which it is directed. A possibility that neither parties appear to explore here.
The court then engages in an exhaustive review of the pertinent fact allegations. Indeed, the kind of review that would be appropriate if the question of indemnification were at issue and liability detached for the alleged conduct.
The court deduced from all these allegations that the claims were one that defendants made false statements about their own products. However, the court failed to note that it is not the falsity of the statements that is the sole basis for possible coverage under the disparagement offense and that it is that operative possibility that liability could attach, triggering coverage yet not implicate an exclusion that the court was required to evaluate, but neglected not to.
The court addressed each of the arguments that there were no false statements made about SCJ’s products, which the court conceded it occurred to fall outside the scope of the exclusion.
Addressing the merits of whether the claims asserted truly could create liability, the court improperly concluded that since it didn’t concede any possibility for liability for statements that appeared to impugn SCJ’s reputation, the exclusion could bar a defense.
No clearer misconstruction of insurance coverage law could be imagined. See Acme United Corp v. St. Paul Fire & Marine Ins. Co., 214 Fed. Appx. 596, 600 (7th Cir. (Wis.) 2000) (“The district court's coverage analysis was incomplete, however, because it looked only to the text of Acme's advertisements and did not consider whether Fiskars’ other allegations in the underlying complaint alleged that Acme disparaged Fiskars’ products. . . . Fiskars' underlying complaint specifically alleged that Acme's advertisements were directed at Fiskars' products and that Fiskars lost sales to Acme as a result.”).
Aurafin-OroAmerica, LLC v. Federal Ins. Co., 188 Fed. Appx. 565, 566-67 (9th Cir. (Cal.) 2006) (“The viability of the underlying claim against the insured does not affect an insurance company's duty to defend. Rather, even ‘when the underlying action is a sham,’ the insurer may terminate its duty to defend only by ‘demur[ring] or obtain[ing] summary judgment on its insured's behalf.’ Horace Mann Ins. Co. v. Barbara B., 4 Cal.4th 1076, 17 Cal.Rptr.2d 210, 846 P.2d 792, 799 (1993). Thus, the district court erred when it relieved Federal of its duty to defend based on the merits of D & W's underlying defamation claim.”).
More critically, to the extent the allegation suggests a factual dispute with one scenario possibly indicating a claim actionable against SJC and the other not, that itself would trigger a defense.
American Cyanamid Co. v. American Home Assur. Co., 30 Cal. App. 4th 969, 975, 35 Cal. Rptr. 2d 920,923 (Cal. Ct. App. 1994) (“If the parties dispute whether the insured’s alleged misconduct is potentially within the policy coverage . . . ‘the duty to defend is then established . . . .’ ”).
In effect, the court suggested that there is mere puffery in the fact allegations asserted. Nevertheless, those were the claims. The court’s job was not to address the merits, deduce that they did not create a viable claim and thus conclude that no defense was due – precisely the opposite is required.
In short, SCJ gave notice with its Amended Complaint that it intended to put defendants' products on trial, not its own. . . . Finally, SCJ said it was going to prove (1) that defendants made certain statements about their own products and (2) that those statements were not true because defendants' products were not as defendants said. Conspicuously absent is any statement from SCJ that it intended to prove anything about defendants' statements characterizing SCJ's products.
Id. at *19.
While the amended complaint is subject to the construction urged and one version of the trial would be one in which no liability would be asserted for statements vis-à-vis SCJ. That is not the only possible construction.
The court conceded that:
SCJ explicitly stated that defendants' claims of a naturally derived insecticide were likely to cause SCJ injury because of a consumer desire “for natural products.”
Id. at *19.
Critically, the falsity allegation is not essential to trigger a duty to defend for a disparagement claim and the court’s presumption to the contrary is against settled law.
Barnett v. Fireman’s Fund Ins. Co., 90 Cal. App. 4th 500, 510, 108 Cal. Rptr. 2d 657, 664 n.5 (2001) (“In California, however, the plaintiff need only plead that the defendant published specified types of defamatory statements; the plaintiff need not specially allege the statements were false. (5 Witkin, Cal. Procedure (4th ed. 1997) Pleading, §§ 694-696, pp. 154-156.) The underlying complaint alleged publication to third persons, and the content of the statements were allegedly disparaging. These allegations sufficed to give rise to a potentially covered claim.”).
The court concluded:
Here, SCJ's Amended Complaint alleged facts indicating that the only falsity found in defendants' advertisements resulted from the failure of defendants' own products to be of their advertised quality and nature, placing the falsity of those advertisements squarely within the insurance policies' Failure to Conform exclusion.
Id. at *20.
The court’s statement of this proposition, however, indicates its error. It has only summarized one possible understanding of the fact allegations as they may, and more likely would, proceed to trial and speculated on how indemnity might not be forthcoming in such circumstances. It is not explained why there is no potential for coverage under all the fact allegations read together under applicable rules of coverage, which the court fails to follow herein.