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LAVIE v. PROCTER & GAMBLE CO.

No. A093393.

129 Cal.Rptr.2d 486 (2003)

105 Cal.App.4th 496

Zion LAVIE et al., Plaintiffs and Appellants, v. PROCTER & GAMBLE CO. et al., Defendants and Respondents.

Court of Appeals of California, First District, Division Two.

January 17, 2003.

Attorney(s) appearing for the Case

Milberg Weiss Bershad Hynes & Lerach, Dennis Stewart, William S. Dato, Timothy G. Blood, Sheri Pym, Kevin K. Green, San Diego; Steyer Lowenthal Boodrookas & Walker, Allan Steyer, Carols A. Alvarez, D. Scott Macrae, for Plaintiffs and Appellants.

Haight, Brown & Bonesteel, Jules S. Zeman, Los Angeles; Drinker, Biddle & Reath, David Fleming, Los Angeles, and William Hanssen for Defendants and Respondents.

Bill Lockyer, Attorney General, Richard M. Frank, Chief Assistant Attorney General, Herschel T. Elkins, Assistant Attorney General, Ronald A. Reiter and Seth E. Mermin, Deputy Attorneys General, as Amicus Curiae on behalf of Plaintiffs and Appellants.

Certified for Partial Publication.*

KLINE, P.J.

Introduction

This appeal arises out of appellant's challenge to allegedly deceptive television commercials supporting the launch of Aleve, a non-prescription pain relief product developed, manufactured and marketed by respondents. Plaintiff-appellant Zion Lavie appeals from the judgment against him and in favor of defendants...

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