Epson was one of dozens of entities that allegedly engaged
in a price-fixing conspiracy for TFT-LCD (thin film transistor liquid crystal
display) flat panels incorporated into various products. The resulting nearly thirty cases were
consolidated in a multidistrict litigation proceeding; they included twelve
alleged violations of unfair competition or deceptive trade practice
statutes. Epson sought defense coverage
from its insurer Tokio. The court held that it wasn’t entitled to coverage
because the claims in the underlying litigation didn’t allege advertising
injury.
The underlying plaintiffs either incorporated panels into
their electronic devices or sold products incorporating the panels. They alleged that the defendants, including
Epson, were liable for making false promotional “public statements” giving
untrue reasons for the relatively high prices they were charging for their
products. The defendants allegedly
falsely reported that price increases resulted from shortages and
undercapitalization. They allegedly
reported to the media that their fabricating plants were operating at full
capacity even when they weren’t, publicly stated that demand outstripped
supply, claimed that prices were high because of component shortages, etc.
The underlying policy defined an “advertisement” as “a
notice that is broadcast or published to the general public or specific market
segments about your goods, products or services for the purpose of attracting
customers or supporters.” And
advertising injury meant, among other things, “The use of another’s advertising
idea in your ‘advertisement.’”
The duty to defend is broad as long as the underlying claim
may fall within the policy. Epson argued
that the possibility of coverage was enough.
Though Epson was right that neither the labels nor the theories of the
underlying action were dispositive and the issue was whether the facts pleaded
might support a covered claim, the underlying allegations must still show some
injury arising out of the use of another’s advertising idea. Epson’s argument
stretched the policy language beyond any reasonable interpretation.
In California, courts ask whether the insured was engaged in
advertising at the time of the alleged injury, whether the allegations created
potential liability under one of the covered offenses, and whether there was a
causal connection between the alleged injury and the advertising. Here, the specific allegations in the
underlying complaint that Epson argued were ads were various statements by
representatives of other companies made in the media, to investors, etc., purporting
to explain price increases. Even assuming that an inference was justified that
Epson representatives made similar statements in similar contexts, these
weren’t properly characterized as “advertisements.”
Plus, this wouldn’t be “use of another’s advertising
idea.” Epson’s theory was that the idea
of misrepresenting the reasons for price increases came from the other members
of the alleged conspiracy, and therefore it was using that idea when it made
similar statements. But the policy
language “on its face plainly contemplates some kind of misappropriation claim.” Even assuming that the underlying plaintiff
isn’t required to plead misappropriation of its own advertising idea, there was still no basis to construe the
policy this broadly. The underlying
claims weren’t for use of another’s advertising idea, but for statements that
were allegedly false and misleading.
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