California’s False Advertising Law (FAL)
Summary
California’s False Advertising Law (FAL), found in Business and Professions Code § 17500 et seq., prohibits the dissemination of any statement that is untrue or misleading in connection with the sale or advertisement of goods or services. The law applies to all forms of advertising, including print, digital, and product labeling. It is intended to protect consumers from deceptive marketing and to ensure that businesses compete fairly. The FAL is often invoked alongside the UCL in lawsuits involving greenwashing, where plaintiffs allege that companies have made false or exaggerated claims about sustainability or environmental responsibility. Enforcement can be pursued by public agencies or private individuals. The purpose of the FAL is to ensure transparency in advertising and to prevent consumer deception.
