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85 Ohio St. L.J. Sixth Cir. Rev. 1 (2024)

handle is hein.journals/osljsxcr85 and id is 1 raw text is: OHIO STATE LAW JOURNAL SIXTH CIRCUIT REVIEW Breaking Bonds: How False Advertising Claims Create Broad Cracks in Jurisprudence and Business Relationships MAHNI ALIZADEH* TABLE OF CONTENTS I. IN TR O D U CTIO N ............................................................................. 1 II. BACKGROUND AND PROCEDURAL HISTORY................. 1 III. PROXIM ATE C AU SATION .................................................................. 3 IV . TOO BROAD A CRACK?................................................................ 4 V . C O N C L U SIO N .......................................................................... 5 I. INTRODUCTION In the windshield repair industry, partnerships between suppliers and service providers are naturally common.1 Such was the case with Ultra Bond, Inc. (Ultra Bond) and Safelite Solutions, LLC (Safelite).2 Ultra Bond supplied service providers with bonding resin, and Safelite would use similar products to fix windshields.3 The cracks in this relationship started forming when Safelite allegedly made representations to consumers and insurance companies alike that jeopardized Ultra Bond's profits.4 Ultra Bond filed suit for damages caused by false advertising under to the Lanham Act and Safelite subsequently filed a counterclaim for misappropriation of trade secrets.5 While most of the parties' claims were resolved without issue, the Sixth Circuit's final judgment on Ultra Bond's claim opened the door for consumers to play a larger role in false advertising suits moving forward.6 Such a ruling may have an impact on advertising practices across the Circuit's jurisdiction. II. BACKGROUND AND PROCEDURAL HISTORY Ultra Bond enjoys a sizable share of the windshield repair market; its bonding resin products have a stellar reputation amongst service providers and * Mahni Alizadeh is a J.D. candidate at The Ohio State University Moritz College of Law and writes for the OHIO STATE LAW JOURNAL Sixth Circuit Review. 1About, ULTRA BOND, https://www.ultrabond.com/about [https://perma.cc/RJJ4- UYK4] (last visited Feb. 25, 2024). 2 Campfield v. Safelite Grp., Inc., 91 F.4th 401, 406 (6th Cir. 2024). 3Id. at 407. 4Id. at 408. 5Id. at 407-09. 6Id. at 412. 2024] 1

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