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Expert Analysis

Diamonds Are Forever — Are False Advertising Claims?

Law360, New York (February 1, 2013, 12:39 PM EST) -- Did you know that Turtle Wax is not actually wax? Launched in the mid-1970s, Turtle Wax is actually a nonwax substance containing mineral seal oils and wax emulsions. It could be sold cheaper than products made by its competitor Hot Wax Inc., which produced a product made of genuine carnauba wax, because Turtle Wax is not truly made of wax. Hot Wax Inc. knew of this issue, yet did not sue Turtle Wax until 1997, when it asserted that Turtle Wax deceived the public because it failed to contain any real wax....

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