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Antitrust Violations Do Not Amount to “Advertising Injuryâ€
Antitrust Violations Do Not Amount to “Advertising Injuryâ€
Rose Acre Farms, Inc. v. Columbia Cas. Co. (7th Cir. (Ind.) Nov. 1, 2011)
The Seventh Circuit ruled last week that an insured was not entitled to defense or indemnity from its liability insurers in several class action lawsuits claiming that the insured conspired to fix the price of eggs.
The insured, the nationaEUR(TM)s second largest egg producer, was charged in a number of class action suits with violations of the Sherman Act. The underlying complaints alleged that as a member of United Egg Producers, Inc. (aEURoeUEPaEUR?), the insured participated in and profited from UEPaEUR(TM)s efforts to reduce supply and fix prices. The insured claimed that the allegations amounted to aEURoepersonal and advertising injuryaEUR? within the meaning of the policy.
The insurance policies defined aEURoepersonal and advertising injuryaEUR? as aEURoeinjuryaEUR|arising out of one or more of the following offenses,aEUR? including aEURoethe use of anotheraEUR(TM)s advertising idea in your aEUR~advertisement.aEUR(TM)aEUR? The insured argued that it advertises its compliance with UEP guidelines on its website, where it also advertises that it sells eggs produced by not only caged chickens, but also aEURoefree-roamingaEUR? chickens. The insuredaEUR(TM)s website states that eggs produced by aEURoefree-roamingaEUR? chickens cost more than regular eggs because aEURoefree-roamingaEUR? chickens have access to fresh water, fresh air, and fresh feed, and are given space to move about and socialize with other chickens. The website also notes that eggs produced by aEURoefree-roamingaEUR? chickens must be gathered by hand, which also increases their cost. The insured argued that because its statements about the cost of eggs produced by aEURoefree-roamingaEUR? chickens could be thought to be intended to deceive consumers about the insuredaEUR(TM)s alleged price fixing, the allegations constituted a aEURoepersonal and advertising injuryaEUR? within the meaning of the policy.
The district court disagreed with the insuredaEUR(TM)s position and the Seventh Circuit affirmed. In so ruling, the Seventh Circuit noted that the underlying complaints did not even mention the insuredaEUR(TM)s website nor did they even pertain to the price of eggs produced by aEURoefree-roamingaEUR? chickens. Rather, the underlying complaints complained only about the insuredaEUR(TM)s conspiring to fix the price of eggs from caged chickens. The Seventh Circuit also noted that even if the underlying complaints alleged aEURoepersonal and advertising injury,aEUR? coverage would be barred by the policiesaEUR(TM) exclusions for aEURoeadvertising injuryaEUR? that is aEURoecaused by or at the direction of the insured with the knowledge that the act [triggering liability] would violate the rights of anotheraEUR? or that aEURoearis[es] out of a criminal act committed by or at the direction of any insured.aEUR?
For a copy of the decision, click here
Carrie Appler and Colleen Murphy
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