Dial Can Advertise Women-Attracting Body Wash

Law360, New York (August 26, 2013, 3:23 PM EDT) -- A California federal judge Friday narrowed a proposed class action alleging The Dial Corp. and its parent companies falsely claim their body wash will help consumers attract women, finding that Dial’s marketing includes hyperbolic exaggerations that no reasonable consumer would interpret literally.

U.S. District Judge Janis L. Sammartino threw out a host of allegations from the amended complaint against Dial, Henkel Corp. and two other Henkel companies, including the consumers’ accusation that Dial misleads consumers by marketing its Dial for Men Magnetic Attraction Enhancing Body Wash...
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