Harold H. Huggins Realty, Inc. v. FNC, INC.

Case: 09-60804 Document: 00511392537 Page: 1 Date Filed: 02/24/2011

IN THE UNITED STATES COURT OF APPEALS
FOR THE FIFTH CIRCUIT United States Court of Appeals
Fifth Circuit

FILED
February 24, 2011
No. 09-60804
Lyle W. Cayce
Clerk
HAROLD H. HUGGINS REALTY, INC., P.E. TURNER & COMPANY, LTD.,
RESIDENTIAL APPRAISAL AND CONSULTING, INC., and ALFONSO V.
TORRES, d/b/a FRONT DOOR APPRAISALS, individually and on behalf of
all others similarly situated,

Plaintiffs-Appellants

v.

FNC, INC.,

Defendant-Appellee

Appeal from the United States District Court
for the Northern District of Mississippi

Before HIGGINBOTHAM, CLEMENT, and OWEN, Circuit Judges
PATRICK E. HIGGINBOTHAM, Circuit Judge:
Four residential real-estate appraisers, seeking to represent themselves
and a class of others similarly situated, appeal the district court’s determination
that they lack prudential standing to sue under the Lanham Act. We conclude
that the plaintiffs have pleaded economic injury to a commercial interest caused
by the defendant’s anti-competitive conduct. Because this is the type of injury
Congress intended the Lanham Act to redress, we reverse the judgment of the
district court and remand this action for further proceedings.
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I.
The plaintiffs appeal the district court’s order granting the defendant
FNC, Inc. (“FNC”)’s motion to dismiss under Federal Rule of Civil Procedure
12(b)(6), so we recite the facts here as the plaintiffs’ complaint pleads them.1
This is a putative class action. Each of the plaintiffs is a residential real-estate
appraiser. FNC develops software for use by the mortgage industry. FNC has
developed two software platforms that are relevant to this appeal. One is called
AppraisalPort; the other is the National Collateral Database.
AppraisalPort is an electronic, Web-based data-transmittal service that
functions as a conduit between lending institutions and appraisers. Lending
institutions use AppraisalPort to order an appraisal of real estate and to receive
a completed appraisal. Appraisers use AppraisalPort to confirm acceptance of
an order and to transmit the completed appraisal. After an appraiser performs
an appraisal that a lending institution ordered through AppraisalPort, the
appraiser enters the appraisal data into an electronic form. AppraisalPort then
transmits the appraisal-report data to the lending institution in an industry-
standard format. To be able to receive orders for appraisals from lending
institutions, appraisers must register with and pay fees to AppraisalPort. The
plaintiffs are thus customers of the service FNC offers through AppraisalPort.
FNC’s marketing materials for AppraisalPort included a series of
representations about the confidentiality of the appraisal-report data that
appraisers transmit through the service. FNC repeatedly assured and
represented to appraisers that AppraisalPort was secure and private, that only
the client lending institution would have access to the data transmitted via
AppraisalPort. FNC represented that the appraisal-report data was “unseen
and untouchable by anyone” other than the appraisers and their paying
customers and that neither FNC nor any other lending institutions would have

1
See, e.g., In re Katrina Canal Breaches Litig., 495 F.3d 191, 205 (5th Cir. 2007).

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access to the data generated by the appraisers and transmitted via
AppraisalPort. Finally, FNC represented to the appraisers that it was not
building a database with or otherwise using the data the appraisers transmitted
via AppraisalPort. The plaintiffs allege that these representations induced them
to provide FNC with data from residential appraisals they had performed.
The plaintiffs also allege that these representations were false. As FNC’s
chief executive officer stated in an October 2005 interview, “when an appraisal
is transmitted to the lender [via AppraisalPort], we are able to pop it open and
suck all the data out.” According to the plaintiffs, FNC has access to the
appraisal data that is transmitted through AppraisalPort, has been copying and
warehousing this data, and used it to build the National Collateral Database.
The National Collateral Database is an electronic real-estate-valuation
service, collecting appraisal data and other information about residential real-
estate properties and making it available to lending institutions as an
alternative to paying an appraiser to perform an appraisal. The plaintiffs are
thus competitors of the service FNC offers through the National Collateral
Database. The electronic real-estate-valuation service FNC offers through the
Database competes with the traditional real-estate-valuation services offered by
the plaintiffs in two distinct ways. First, if a lender needs appraisal data on a
specific property and there is an existing appraisal of that property in the
Database, the lender might use that existing appraisal instead of commissioning
a new appraisal from one of the plaintiffs. Second, if there is no existing
appraisal of that property in the Database, but there are existing appraisals of
several comparable properties in the same neighborhood, the lender might
choose to estimate that property’s value using those existing, comparable
appraisals instead of commissioning a new appraisal from one of the plaintiffs.
FNC thus misrepresented to the plaintiffs, in their capacities as customers
of AppraisalPort, that the appraisal data they transmitted through
AppraisalPort would be secure and unavailable to FNC. In fact, FNC

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warehoused that data and used it to build the National Collateral Database.
These misrepresentations caused injury to the plaintiffs in their capacities as
competitors of the Database. Specifically, the plaintiffs, as competing providers
of real-estate-valuation services, allege that they have suffered economic injury
in the form of lost business because lending institutions consult the National
Collateral Database instead of commissioning new appraisals when the same or
similar neighboring properties are sold, refinanced, or offered as collateral for
a line of credit. The plaintiffs seek to represent themselves and a class of all
persons and entities who are engaged in performing appraisals and who have
used FNC’s AppraisalPort service since its inception through at least April 2007
and were damaged thereby. The district court concluded that the plaintiffs
lacked prudential standing under the Lanham Act and granted FNC’s 12(b)(6)
motion to dismiss.2

II.
We review de novo the decision to grant a 12(b)(6) motion to dismiss,
applying the same standard as the district court.3 “To survive a motion to
dismiss, a complaint must contain sufficient factual matter, accepted as true, to

2
Unlike a dismissal for lack of constitutional standing, which should be granted under
Rule 12(b)(1), a dismissal for lack of prudential or statutory standing is properly granted
under Rule 12(b)(6). See Blanchard 1986, Ltd. v. Park Plantation, LLC, 553 F.3d 405, 409 (5th
Cir. 2008). Although FNC does not argue that the plaintiffs lack Article III standing, our
independent obligation to assure ourselves of our jurisdiction requires us to examine the
constitutional dimension of standing before turning to its prudential aspects. See Ford v.
NYLCare Health Plans of Gulf Coast, Inc., 301 F.3d 329, 331–32 & n.1 (5th Cir. 2002). The
three requirements of Article III standing are familiar: the plaintiffs must allege an injury in
fact that is fairly traceable to the defendant’s conduct and likely to be redressed by a favorable
ruling. See, e.g., Lujan v. Defenders of Wildlife, 504 U.S. 555, 560-61 (1992). These plaintiffs
clearly satisfy those requirements. They have alleged lost profits caused by FNC’s
misappropriation of their appraisal data, and an award of damages would remedy that loss.
We thus have jurisdiction to determine whether the plaintiffs have prudential standing under
the Lanham Act. Accord, e.g., Conte Bros. Auto., Inc. v. Quaker State-Slick 50, Inc., 165 F.3d
221, 225 (3d Cir. 1998).
3
E.g. Ramming v. United States, 281 F.3d 158, 161 (5th Cir. 2001) (per curiam).

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‘state a claim to relief that is plausible on its face.’”4 A claim for relief is plausible
on its face “when the plaintiff pleads factual content that allows the court to
draw the reasonable inference that the defendant is liable for the misconduct
alleged.”5 A claim for relief is implausible on its face when “the well-pleaded
facts do not permit the court to infer more than the mere possibility of
misconduct.” 6
Section 43(a) of the Lanham Act creates a private remedy for violations of
the Act’s prohibition against false-advertising:
Any person who, on or in connection with any goods or services, . . .
uses in commerce any . . . false or misleading description . . . [or]
misrepresentation of fact, which . . . in commercial advertising or
promotion misrepresents the nature, characteristics, [or] qualities
. . . of his or her . . . goods, services or commercial activities shall be
liable in a civil action by any person who believes that he or she is
or is likely to be damaged by such act.7
This Court has instructed that § 43(a) is “‘a remedial statute that should be
broadly construed.’”8 However, that broad construction is subject to the limits
of prudential standing. The Lanham Act incorporates prudential restrictions on
standing that ensure that only persons whom Congress intended to protect by
passing the Lanham Act have standing to sue under it.9 Congress’s intent in

4
Aschroft v. Iqbal, 129 S. Ct. 1937, 1949 (2009) (quoting Bell Atlantic Corp. v. Twombly,
550 U.S. 544, 570 (2007)).
5
Id.
6
Id. at 1950.
7
15 U.S.C. § 1125(a)
8
Scholtzky’s, Ltd. v. Sterling Purchasing & Nat’l Distrib. Co., 520 F.3d 393, 399 (5th
Cir. 2008) (quoting Seven-Up Co. v. Coca-Cola Co., 86 F.3d 1379, 1383 (5th Cir. 1996)).
9
See Procter & Gamble Co. v. Amway Corp., 242 F.3d 539, 561 (5th Cir. 2001) (“‘The
congressionally-stated purpose of the Lanham Act, far from indicating an express intent to
abrogate prudential standing doctrine, evidences an intent to limit standing to a narrow class
of potential plaintiffs possessing interests the protection of which furthers the purposes of the
Lanham Act.’” (quoting Conte Bros., 165 F.3d at 229)).

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passing the Lanham Act was “to protect persons engaged in [interstate]
commerce against unfair competition.”10 Therefore, only persons who have
suffered a commercial injury as a result of anti-competitive conduct have
prudential standing to sue under the Lanham Act.11
We employ a five-factor test to determine whether a plaintiff has
prudential standing under the Lanham Act:
(1) the nature of the plaintiff’s alleged injury: Is the injury “of a type
that Congress sought to redress in providing a private remedy for
violations of the antitrust laws”?; (2) the directness or indirectness
of the asserted injury; (3) the proximity or remoteness of the party
to the alleged injurious conduct; (4) the speculativeness of the
damages claim; and (5) the risk of duplicative damages or
complexity in apportioning damages.12
While a multifactor test such as this one inevitably entails some measure of
internal redundancy, it is nonetheless a valuable heuristic. These factors do not
pose five wholly distinct inquiries. Instead, each turn of the prism illuminates
a slightly different facet of a single underlying question.13
We discuss each factor in turn. In summary, the first, third, fourth, and
fifth factors weigh in favor of standing, while the second factor weighs against
it. After considering the combined effect of these factors, we conclude that the
plaintiffs have prudential standing.

10
See 15 U.S.C. § 1127.
11
See Procter & Gamble, 242 F.3d at 561 (“‘[The] focus of the statute is on
anti-competitive conduct in a commercial context.’” (quoting Conte Bros., 165 F.3d at 229)).
12
Id. at 563 (quoting Assoc. Gen. Contractors of Cal., Inc. v. Cal. State Council of
Carpenters, 459 U.S. 519, 538 (1983)).
13
See Ford, 301 F.3d at 337 (Benavides, J., specially concurring) (“Although technically
distinct, these five factors can be distilled into an essential inquiry, i.e., whether, in light of
the competitive relationship between the parties, there is a sufficiently direct link between the
asserted injury and the alleged false advertising.”).

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A.
(1)
The nature of the plaintiffs’ injury weighs in favor of standing. “The first
factor directs us to decide whether the alleged injury is of a type Congress sought
to redress in providing a private remedy for violations of the Lanham Act.” 14
Congress intended § 43(a) to address injuries caused by a wide—although not
unlimited—range of unfair trade practices and anti-competitive conduct.15 “‘The
focus of the Lanham Act is on commercial interests that have been harmed by
a competitor’s false advertising, and [on] securing to the business community the
advantages of reputation and good will by preventing their diversion from those
who have created them to those who have not.’”16 Only plaintiffs who have
suffered an injury that negatively impacts their ability to compete in the
marketplace have standing to sue under § 43(a).17
Here, the plaintiffs allege they have suffered both of the two kinds of
injuries on which the Lanham Act is primarily focused. First, they allege that
their commercial interests have been harmed by FNC’s false advertising.
According to the plaintiffs, FNC’s misrepresentations about the confidentiality
of the data transmitted via AppraisalPort enabled FNC to obtain the information
it needed to build the National Collateral Database. As an electronic real-estate-
valuation service, the Database competes with the traditional, in-person

14
Procter & Gamble, 242 F.3d at 563.
15
See Dastar Corp. v. Twentieth Century Fox Film Corp., 539 U.S. 23, 28–29 (2003)
(“While much of the Lanham Act addresses the registration, use, and infringement of
trademarks and related marks, § 43(a) is one of the few provisions that goes beyond trademark
protection.” (internal citation omitted)).
16
Procter & Gamble, 242 F.3d at 563 (quoting Conte Bros., 165 F.3d at 234 (internal
citations, quotation marks, and brackets omitted)).
17
See Conte Bros., 165 F.3d at 234 (“The type of injury suffered by Appellants . . . does
not impact [their] ability to compete; nor does it detract from [their] reputation or good will.
Therefore, the alleged harm is not of the type that Congress sought to redress by enacting the
Lanham Act.” (citation and internal quotation marks omitted)).

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appraisal services offered by the plaintiffs. When a lending institution that
otherwise would have commissioned an appraisal of a property instead utilizes
the National Collateral Database, the plaintiffs contend that their businesses
suffer. This injury—a loss of profits resulting from the weakening of a
competitive position caused by a competitor’s false advertising—falls squarely
within the scope of § 43(a).
The plaintiffs also allege that FNC wrongfully diverted to itself the good
will and reputation the plaintiffs had created for their appraisal businesses. As
the plaintiffs explained at oral argument, real-estate appraisers accumulate good
will and build their professional reputations by bringing their experience and
judgment to bear on providing services no database can replicate: inspecting the
premises, reporting on recent renovations, identifying damage, and verifying the
continued accuracy of existing information. By using the plaintiffs’ appraisal
data to build the National Collateral Database, FNC was able to misappropriate
to itself the good will and reputation associated with the superior quality of in-
person, on-the-ground appraisals. This injury, too, is a core concern of § 43(a).
FNC argues that this factor supports dismissal because consumers lack
prudential standing under § 43(a)18 and FNC’s alleged misrepresentations were
directed toward the plaintiffs in their capacities as consumers of AppraisalPort,
not in their capacities as competitors of the National Collateral Database. But
this factor focuses not on the identity of the persons who received the
misrepresentation but rather on the nature of the injury the misrepresentation
caused.19 The reason consumers do not have standing under the Lanham Act is

18
Procter & Gamble, 242 F.3d at 563-64 (“[T]he Lanham Act . . . does not give
consumers standing to sue. (citing Seven-Up, 86 F.3d at 1383)); see also Phoenix of Broward,
Inc. v. McDonald's Corp., 489 F.3d 1156, 1170 (11th Cir. 2007) (“‘[T]he several circuits that
have dealt with the question are uniform in their categorical denial of Lanham Act standing
to consumers.’” (quoting Made in the USA Found. v. Phillips Foods, Inc., 365 F.3d 278, 281
(4th Cir. 2004))).
19
See Ford, 301 F.3d at 338 (Benavides, J., specially concurring) (“[W]e have never
required a direct competitive relationship between the plaintiff and the defendant.”). This

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that the injuries consumers suffer as a result of anti-competitive
behavior—being forced to pay a higher price for a good, or being duped into
purchasing a lower-quality service—are not the kinds of injuries that the
Lanham Act was intended to redress.20 Here, the plaintiffs allege that FNC’s
false advertising about AppraisalPort injured their commercial interest in
generating new clients for their appraisal businesses, which are competitors of
the National Collateral Database. Deterioration of competitive position is
precisely the kind of injury the Lanham Act was intended to redress.21
Therefore, the first factor weighs in favor of standing.
(2)
We conclude that the relationship between the plaintiffs’ injuries and
FNC’s misconduct is, for Lanham Act purposes, relatively indirect. “The issue
under this factor is whether the defendants’ conduct has had a direct effect on
either the plaintiffs or the market in which they participate.”22 The
paradigmatic case in which the directness of the plaintiff’s asserted injury most
clearly supports standing is one in which the defendant’s “literally false
advertising about its own goods influenced its customers to buy its products

feature of Fifth Circuit Lanham Act jurisprudence explains why FNC’s reliance on Telecom
Int’l Am., Ltd. v. AT&T Corp., 280 F.3d 175, 197 (2d Cir. 2001), is misplaced. See id. (“To have
standing for a Lanham Act false advertising claim, the plaintiff must be a competitor of the
defendant . . . .” (citations, internal quotation marks, and brackets omitted)); see also Famous
Horse, Inc. v. 5th Ave. Photo Inc., 624 F.3d 106, 112–13 (2d Cir. 2010) (criticizing and declining
to apply Telecom’s “categorical approach” that treats the existence of a competitive
relationship between the plaintiff and the defendant as “a sine qua non of standing”).
20
See Seven-Up, 86 F.3d at 1383 (“[I]n light of the pro-competitive purpose language
found in § 45, ‘consumers fall outside the range of “reasonable interests” contemplated as
protected by the false advertising prong of Section 43(a) of the Lanham Act.’” (quoting Serbin
v. Ziebart Int’l Corp., 11 F.3d 1163, 1177 (3d Cir. 1993))).
21
To put it in the same terms used by FNC, the plaintiffs are not suing in their
capacities as customers of AppraisalPort. They are suing in their capacities as competitors
of the National Collateral Database, and competitors have standing under the Lanham Act.

22
Joint Stock Soc’y v. UDV N. Am., Inc., 266 F.3d 164, 181 (3d Cir. 2001).

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instead of [the plaintiff]’s product.”23 In that scenario, the plaintiff’s injury is an
unmediated consequence of the defendant’s anti-competitive conduct.24 A typical
direct-injury scenario thus proceeds in three steps: (1) the defendant runs a false
advertisement; (2) the advertisement causes customers to switch from
purchasing the plaintiff’s product to purchasing the defendant’s product; (3) the
plaintiff suffers economic injury as a result.
On the other end of the spectrum, the indirectness of the plaintiff’s
asserted injury most clearly weighs against standing where the defendant’s
misrepresentations injure the plaintiff only by virtue of the intervening acts of
some third party. For example, in Joint Stock Society the plaintiffs were
Russian vodka distillers who alleged that they had been injured by the Smirnoff
Company’s misrepresentations that its vodka was distilled in Russia (in
actuality, Smirnoff is an American vodka).25 But the plaintiffs sold vodka
exclusively in Russia; they had never entered or attempted to enter the
American market. Rather than claim that Smirnoff’s misrepresentations injured
them directly, they claimed that the misrepresentations made the American
market for Russian vodka less profitable, which in turn made importers less
willing to purchase and import the Russian vodka that the plaintiffs distilled.26
The plaintiffs were injured by the defendant’s alleged misrepresentations only
because third-party vodka importers made independent decisions to purchase
and import less Russian vodka. The Third Circuit held that the plaintiffs’
alleged injury was too indirect to support standing.27

23
Logan v. Burgers Ozark Country Cured Hams Inc., 263 F.3d 447, 461 (5th Cir. 2001).
24
See Procter & Gamble, 242 F.3d at 563 (explaining that a “case of one competitor’s
directly injuring another by making false statements about his own goods and thus inducing
customers to switch from a competitor” presents a classic Lanham Act false-advertising claim).
25
Joint Stock Soc’y, 266 F.3d at 170.
26
Id. at 182.
27
Id.

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Similarly, in Procter & Gamble, the plaintiff alleged that the defendant
had made misrepresentations to potential employees about the nature of its
business, that these misrepresentations had fraudulently induced those
potential employees to work for the defendant, and that the defendant had used
these employees to sell products to customers who otherwise would have bought
products from the plaintiff.28 If not for the third-party potential employees’
independent decisions to accept the defendant’s offer of employment, the plaintiff
would not have been injured by the defendant’s alleged misrepresentation. We
held that the plaintiffs’ claimed injury was too indirect to support standing.29
This case falls somewhere in the middle. There are two ways in which the
plaintiffs’ injuries are less directly related to FNC’s false advertisements than
is typical in cases in which plaintiffs have been found to have prudential
standing. First, in the typical direct-injury scenario, the defendant’s false
advertisement necessarily pertains to the same good or service as to which the
plaintiff and the defendant are competitors. Here, the service about which FNC
is alleged to have made misrepresentations is not the same service as to which
FNC and the plaintiffs are competitors. The misrepresentations pertained to a
separate part of FNC’s business. They were addressed to the plaintiffs not as
competitors but as customers.
Second, the plaintiffs’ alleged injury—a loss of business due to lenders
choosing to utilize FNC’s National Collateral Database instead of resorting to a
traditional appraisal—was directly caused by FNC’s misappropriation of the
plaintiffs appraisal data, not by FNC’s false advertisements. FNC’s false
advertisements were not, of their own force, injurious to the plaintiffs’
commercial interests. Without FNC’s second, intervening wrongful act of
misappropriating the plaintiffs’ appraisal data, FNC’s alleged violation of § 43(a)

28
See 242 F.3d at 563.
29
Id.

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would have caused the plaintiffs no injury at all. Where the typical direct-injury
scenario proceeds in three steps, the play giving rise to the plaintiffs’ injuries
proceeded in six steps: (1) FNC ran a false advertisement about AppraisalPort;
(2) the advertisement caused the plaintiffs to entrust FNC with their appraisal
data; (3) FNC used that appraisal data to build the National Collateral
Database; (4) FNC ran an advertisement truthfully and accurately describing
its National Collateral Database; (5) this advertisement caused customers to
switch from the plaintiffs to FNC; (6) the plaintiffs suffered economic injury as
a result.
At the same time, the plaintiffs’ injuries are more direct than were the
plaintiffs’ injuries in Joint Stock Society and Procter and Gamble because the
same entity that made the misrepresentations ultimately caused the plaintiffs’
commercial injury. The plaintiffs were injured by FNC’s allegedly false
advertising about AppraisalPort because FNC itself allegedly made the decision
to misappropriate the appraisal data it received from the plaintiffs. No
independent third party intervened to break the chain of causation. Even so, the
plaintiffs’ injuries are only slightly more direct than the injuries of plaintiffs who
have been held to lack prudential standing under the Lanham Act. Yet they are
substantially less direct than the injuries of those plaintiffs who have been
granted prudential standing. As a result, we conclude that the second factor
weighs against prudential standing.
(3)
The plaintiffs are sufficiently proximate to the alleged injurious conduct
to have prudential standing. “‘[T]he existence of an identifiable class of persons’”
who are more immediate to the injury than is the plaintiff and “‘whose
self-interest would normally motivate them to vindicate the public interest

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diminishes the justification for allowing a more remote party’” to bring suit.30
Customers are “irrelevant to this analysis” because they lack standing to sue
under the Lanham Act.31 If there is a competitor in the marketplace who likely
suffered a greater or more serious injury than did the plaintiff as a result of the
defendant’s alleged misconduct, that competitor is more proximate to the alleged
misconduct. For example, in Conte Brothers the Third Circuit found that this
factor weighed against finding that the plaintiffs—a group of retailers who sold
certain varieties of motor oil—had prudential standing to sue the manufacturer
of a competing variety of motor oil.32 The court reasoned that the manufacturers
of the motor oils sold by the plaintiffs were more proximately injured by the
defendant’s misrepresentations about the quality of its product.33
Here, the plaintiffs allege that FNC made misrepresentations that induced
the plaintiffs to entrust their work product to FNC, that FNC subsequently used
the plaintiffs’ work product to build a database that was marketed to lenders as
an alternative to the plaintiffs’ appraisal services, and that lenders are using the
National Collateral Database in lieu of the appraisal services offered by the
plaintiffs. The plaintiffs have alleged an injury to their own competitive
interests that is not derivative of an injury to some other party’s competitive
position. No identifiable class of persons can be more immediate to the
misappropriation of work product than the persons to whom the work product
rightfully belongs. The third factor thus weighs in favor of standing.

30
Procter & Gamble, 242 F.3d at 563 (quoting Assoc. Gen. Contractors, 459 U.S. at 542
(ellipses omitted)).
31
Ford, 301 F.3d at 338 (Benavides, J., specially concurring).
32
165 F.3d at 234.
33
Id.

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(4)
Because the plaintiffs’ damages claim is not speculative, we conclude that
this factor also weighs in favor of standing. To state a damages claim that is
sufficiently determinate to support Lanham Act standing, a plaintiff must plead
that the defendant’s anti-competitive conduct either has caused the plaintiff to
lose profits or has caused the defendant to gain profits in a definite and
ascertainable amount.34 The disjunctive nature of this requirement bears
emphasizing. Because proof of the plaintiff’s own lost profits is not a
prerequisite to recovery under § 43(a),35 in Logan v. Burgers Ozark Country
Cured Hams we concluded that the plaintiff’s damages claim was not too
speculative to support prudential standing, even though “the jury found that [the
plaintiff] had not established any actual losses,” because the plaintiff had
“presented evidence regarding [the defendant]’s profits allegedly resulting from
the sale of falsely advertised products and the jury apparently awarded [the
plaintiff] some of those profits.”36 So long as the plaintiff adequately pleads some
kind of injury,37 the profits earned by the defendant due to its false advertising
are a sufficiently non-speculative measure of the plaintiff’s damages.38 That

34
See, e.g., Procter & Gamble, 242 F.3d at 564 (concluding that the plaintiffs’ damages
claim was too speculative to support standing where the plaintiff both “did not even attempt
to submit evidence on lost profits resulting from” the defendant’s alleged anti-competitive
conduct and also failed to offer evidence establishing the amount of profits the defendant
earned because of its alleged anti-competitive conduct).
35
See Scholtzsky’s, 520 F.3d at 401 (“Section 43(a) can be satisfied even though a party
fails to establish a specific amount of actual loss . . . .”).
36
253 F.3d at 461 (emphasis added).
37
See Scholtzsky’s, 520 F.3d at 400 (explaining that proof that “the plaintiff has been
or is likely to be injured as a result of the statement at issue” is a substantive element of a
Lanham Act false-advertising claim (citing IQ Prods. Co. v. Pennzoil Prods. Co., 305 F.3d 368,
375 (5th Cir. 2002)).
38
See 15 U.S.C. § 1117(a) (stating that a violation of § 43(a) entitles the plaintiff,
“subject to the principles of equity, to recover (1) defendant's profits, (2) any damages
sustained by the plaintiff, and (3) the costs of the action” (emphasis added)).

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said, this fourth factor is not satisfied where the plaintiff raises a claim for
damages (or some other kind of relief) that any member of the public would be
equally well-situated to raise.39 Even a plaintiff who seeks to rely on the
defendant’s profits as his measure of damages must allege a damages claim that
is personal and particular to him.40
Here, the plaintiffs have satisfactorily pleaded two non-speculative
damages claims.41 The plaintiffs allege that each of them has suffered damages
in the form of lost business and profits because lending institutions that use the
National Collateral Database otherwise would have purchased appraisals from
the plaintiffs. The plaintiffs also allege that FNC earned substantial profits on
the Database that it would not have been able to earn in the absence of the
misrepresentations it made in its advertisements for AppraisalPort. Both of
these damages claims are personal to the plaintiffs because they allege that, in
earning its profits, FNC unjustly enriched itself at the plaintiffs’ expense.42
The district court, analyzing this factor and the fifth factor jointly, felt
compelled to conclude that the plaintiffs’ damages claim was too speculative:

39
See Phoenix of Broward, 489 F.3d at 1171-72 ( “[I]f a request for relief that may be
sought by any party sufficed under the fourth factor of the Conte Bros. test, that factor would
be essentially meaningless, and we refuse to undermine the fourth factor in this way. (quoting
Joint Stock Soc’y, 266 F.3d at 185)); Ford, 301 F.3d at 338-39 (Benavides, J., specially
concurring) (concluding that a plaintiff cannot circumvent the fourth factor by abandoning his
damages claim and seeking only an injunction).
40
Joint Stock Soc’y, 266 F.3d at 184.
41
Because the district court resolved the prudential-standing question at the motion-to-
dismiss stage, our inquiry is limited to whether the plaintiffs’ complaint plausibly states a
non-speculative claim for damages. See supra notes 4–6; cf. Defenders of Wildlife, 504 U.S. at
561 (explaining in the context of Article III standing that each element of standing must be
supported “with the manner and degree of evidence required at the successive stages of the
litigation,” such that “general factual allegations” suffice at the pleading stage while “specific
facts” are required [i]n response to a summary judgment motion”).
42
See Natural Answers, Inc. v. SmithKline Beechum Corp., 529 F.3d 1325, 1332 (11th
Cir. 2008) (suggesting that damages are not too speculative to support Lanham Act standing
where “the plaintiff has lost [] sales or market share”).

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No. 09-60804

Each of the individual plaintiffs must establish: 1) defendant FNC,
Inc. utilized the data he submitted through AppraisalPort in
building its National Collateral Database; 2) one or more lenders
subsequently needed information pertaining to the same property
and opted to use the database rather than an appraisal; and 3) had
the information not been available in the database, the lender would
have chosen him to provide an appraisal (rather than another
appraiser). The latter connection is simply too tenuous to support
standing.43
Our review persuades us that this analysis does not address the features of the
plaintiffs’ claim that are relevant to this factor. Statement (1), while correct,
pertains to liability, not damages. The representations FNC made to the
plaintiffs when marketing AppraisalPort are only misrepresentations if FNC
actually misappropriated the plaintiffs’ data and used it to build the Database
instead of keeping the data confidential as its advertisements promised it would.
Statement (2) omits half of the plaintiffs’ allegations. The plaintiffs allege that
the National Collateral Database competes with them in two distinct ways: by
enabling lenders to use an existing appraisal of a specific piece of property, and
by enabling lenders to use existing appraisals of other, comparable pieces of
property. Statement (2) captures the first alleged method of competition but
overlooks the second, thereby understating both the extent to which the
plaintiffs suffered a personalized injury and the number of occasions on which
the plaintiffs were injured. Statement (3) primarily speaks to the complexity of
apportioning damages among the class members, not the speculativeness of the
very existence of those damages, so we will return to it as part of our discussion
of factor five.44

43
Harold H. Huggins Realty, Inc. v. FNC, Inc., No. 3:09-CV-7, 2009 WL 2449888, at *1
(N.D. Miss. Aug. 7, 2009) (unpublished).
44
One aspect of this statement merits mention here. The Supreme Court’s decisions in
Iqbal and Twombly, see supra note 4, did not alter the long-standing requirement that when
evaluating a motion to dismiss under Rule 12(b)(6), a court must “‘accept[] all well-pleaded
facts as true and view[] those facts in the light most favorable to the plaintiff.’” True v. Robles,
571 F.3d 412, 417 (5th Cir. 2009) (quoting Stokes v. Gann, 498 F.3d 483, 484 (5th Cir. 2007)).

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The plaintiffs allege that the misrepresentations in FNC’s advertisements
for AppraisalPort induced the plaintiffs to entrust FNC with their appraisal
data, that FNC used that data to build the National Collateral Database, and
that lenders now use the Database instead of hiring the plaintiffs to perform new
appraisals. If, as we must, we accept these allegations as true, it requires no
speculation to conclude that FNC’s conduct caused the plaintiffs to suffer
damages in the form of lost business and diminished profits. Therefore, we
conclude that the plaintiffs have alleged a concrete economic injury that is
personal to their competitive interests and that the fourth factor weighs in favor
of standing.
(5)
The fifth factor also weighs in favor of standing, as there is little risk that
allowing this suit to proceed would subject FNC to a risk of duplicative damages
or require a complex process of damages apportionment. Although stated in the
disjunctive, this factor undertakes a unitary inquiry into “practical concerns of
judicial administration.”45 The risk of duplicative damages arises from granting
standing to “remote plaintiffs . . . ‘at each level in the distribution chain [who]
would be in a position to assert conflicting claims to a common fund, thereby
creating’” the twin dangers of multiple liability for the same conduct on the one
hand and “a ‘massive and complex’ damages litigation on the other.” 46

Iqbal and Twombly’s emphasis on the plausibility of a complaint’s allegations does not give
district courts license to look behind those allegations and independently assess the likelihood
that the plaintiff will be able to prove them at trial. The plaintiffs’ first amended complaint
explicitly pleads that FNC has caused the plaintiffs to lose business and profits because more
lenders would have used the plaintiffs’ appraisal services if the National Collateral Database
had not been available. This states a plausible, non-speculative claim for damages. By
characterizing this allegation as “too tenuous to support standing,” the district court denied
it the force to which it was entitled at this early stage of the litigation.
45
Conte Bros., 165 F.3d at 234 (citing Assoc. Gen. Contractors, 459 U.S. at 544–45).
46
Id. (quoting Assoc. Gen. Contractors, 459 U.S. at 544–45) (ellipsis omitted).

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Factor five takes stock of where the plaintiff is situated in the market vis-
a-vis the defendant. This factor originated in the antitrust context, where only
overcharged direct purchasers—not ultimate consumers, indirect purchasers,
wholesalers, retailers, or other middlemen—have prudential standing to sue
under section 4 of the Clayton Act.47 Accordingly, we understand the fifth
factor’s inquiry to be vertical, not horizontal. In other words, we are not
concerned with whether there is a large number of potential claimants who
occupy the same position in the market as the plaintiff.48 This factor does not
weigh against standing merely because the defendant competes in a crowded
market in which its false advertisements might cause injury to multiple—or
even numerous—direct competitors. As long as each plaintiff has suffered a
distinct economic injury, we need not inquire into how many other similarly
situated persons might also have prudential standing.49
Rather, our concern is with persons who are differently situated from the
plaintiff. Specifically, this factor urges caution when there are other potential
claimants who are closer in the market to the defendant than is the plaintiff.
Under such circumstances, conferring standing on the plaintiff would a fortiori
entail also conferring standing on any entity that has a more direct competitive
relationship with the defendant.50 Allowing several disparate groups of

47
See Assoc. Gen. Contractors, 459 U.S. at 543–44 (citing Hanover Shoe, Inc. v. United
Shoe Machinery Corp., 392 U.S. 481 (1968) and Illinois Brick, Inc. v. Illinois, 431 U.S. 720
(1977)), cited in Conte Bros., 165 F.3d at 226–30 & 233–34.
48
Contra Phoenix of Broward, 489 F.3d at 1172 (arguing that one purpose of the fifth
factor is to “assess[] the risk of duplicative damages by examining the number of potential
claimants in the same position in the distribution chain as the plaintiff and/or in the same
market as the plaintiff”).
49
Cf. DaimlerChrysler Corp. v. Cuno, 547 U.S. 332, 342–44 (2006) (explaining that
Article III standing requires a plaintiff to allege a personal injury that is particularized and
concrete, as opposed to a generalized grievance suffered in common with the public at large).
50
Cf. Illinois Brick, 431 U.S. at 730 (explaining that allowing both direct purchasers
and indirect purchasers to bring suit under the Clayton Act “would create a serious risk of
multiple liability for defendants”); id. at 737 (identifying a proposal to allow “potential

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plaintiffs—each of which is situated at a different point up or down the chain of
competition or distribution—to assert claims against the defendant based on the
same misconduct would expose the defendant to multiple liability and create a
corresponding risk of duplicative damages. Conversely, the risk of duplicative
damages is low when the plaintiff is the market participant most directly injured
by the defendant’s false advertising,51 such that allowing the plaintiff’s suit to
go forward would not necessarily require that any other plaintiffs also be allowed
to bring suit.52
For example, in Joint Stock Society, the Third Circuit concluded that this
factor weighed against allowing the plaintiffs to bring suit under the Lanham
Act because doing so would have entailed allowing two other groups of
plaintiffs—each of which had a more direct competitive relationship with the
defendant—to do the same.53 That court reached the same conclusion in Conte
Brothers, where a putative class of automotive retailers sought to pursue a
Lanham Act claim against a motor-oil manufacturer. Then-Judge Alito
reasoned that allowing the suit to go forward would have authorized Lanham
Act suits by “every corner grocer in America alleging that his sales of one brand
of chocolate bars have fallen” because of the false advertisements of “the
manufacturer of another brand” of chocolate bar.54

plaintiffs at each level in the distribution chain” to bring suit under the Clayton Act as the
source of the risk that defendants would be faced with “conflicting claims to a common fund”).
51
See Assoc. Gen. Contractors, 459 U.S. at 543–44 (“The indirectness of the alleged
injury [] implicates the strong interest . . . [in] avoiding either the risk of duplicate recoveries
on the one hand, or the danger of complex apportionment of damages on the other.”).
52
Logan, 253 F.3d at 461 (“Logan appears to be the only plaintiff who would bring a
Lanham Act false advertising claim against HoneyBaked based on advertisements involving
meat sliced using a method for which he holds the patent.”).
53
See Joint Stock Society, 266 F.3d at 184–85.
54
165 F.3d at 235.

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The fifth factor thus overlaps substantially with the third factor, which
inquires into the proximity or remoteness of the plaintiff’s injury to the
defendant’s misconduct.55 A plaintiff who is insufficiently proximate to the
defendant’s misconduct under factor three is almost certainly also so remote and
far down the distribution chain that granting standing to the plaintiff would
create a risk of duplicative damages under factor five. Indeed, the Joint Stock
Society court concluded that there was a risk of duplicative damages under
factor five because the plaintiffs appeared at the bottom of a list of potential
plaintiffs that was “[r]anked in descending order of proximity to the allegedly
unlawful conduct.”56 And in Conte Brothers, the third factor would have
regarded the corner grocer’s claim as too remote from the manufacturer’s
misconduct because of the existence of an identifiable class of persons—to wit,
the manufacturers of the competing brands of chocolate bars—more proximate
to the false advertisements.
In this case, the same considerations that governed our analysis of factor
three lead us to conclude that factor five weighs in favor of standing. There are
no potential claimants who are closer in the marketplace to FNC’s
misrepresentations than the plaintiffs (and the class of all residential real-estate
appraisers who transmitted data via AppraisalPort during the limitations period
that the plaintiffs seek to represent). The alleged anti-competitive acts that
form the basis of this action are the misrepresentations FNC allegedly made to
residential real-estate appraisers to induce them to use AppraisalPort.
Residential real-estate appraisers were the only targets of FNC’s
misrepresentations, and the members of the putative class were the only

55
In Associated General, the Clayton Act prudential standing case from which Conte
Brothers derived its five-factor test, the Supreme Court explicitly tied the risk of duplicative
damages to a remote plaintiff suffering an indirect injury. See supra note 51.
56
266 F.3d at 184. Compare this description of the fifth factor with id. at 182: “The
third factor is the proximity of the plaintiff to the allegedly unlawful conduct.”

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No. 09-60804

appraisers who acted on those misrepresentations. Because there are no other
potential claimants who are more proximate to FNC in the marketplace than the
plaintiffs, there is no risk of FNC incurring multiple liability or of disparate
groups of plaintiffs making conflicting claims to the common fund of FNC’s
profits from the National Collateral Database.57
The district court concluded that this factor weighed against standing
because it was “too tenuous” to suggest that the plaintiffs would be able to show
that “had the information not been available in the database, the lender would
have chosen [that particular appraiser] to provide an appraisal (rather than
another appraiser).”58 It thus appears that the district court concluded that
damages apportionment would be overly complex because any harm caused by
FNC’s alleged misconduct likely caused different levels or amounts of damage
to different appraisers. But the fifth factor concerns itself with the complexity
of allocating damages among differently situated claimants, not within a group
or class of claimants who are similarly situated. To the extent there is a risk
that difficulties may arise with allocating damages between the various class
members in this case, the district court should address those difficulties when

57
In theory, a class of appraisers who never transmitted data via AppraisalPort but
have nonetheless lost business as a result of the creation of the National Collateral Database
might also try to sue FNC under § 43(a). Because all residential real-estate appraisers are
situated in the same competitive position in the marketplace vis-a-vis the Database, this factor
would also weigh in favor of standing in such a case. But that possibility does not mean FNC
runs the risk of duplicative damages, as other factors would lead us to deny standing to such
a class. Congress intended § 43(a) to redress injuries caused by false advertising, and
appraisers who never transmitted data via AppraisalPort cannot claim to have been injured
by FNC’s false advertisements about that service. Other appraisers (specifically, the ones who
comprise the putative class in this case) were so injured because the ads induced them to
transmit data via AppraisalPort. Appraisers who never entrusted FNC with their data have
been injured only by the fact that other appraisers chose to do so. Their injuries are even more
indirect than this putative class's because they are the result of the independent decisions of
third-parties (other appraisers). And their injuries are derivative of the injuries suffered by
the plaintiffs in this case. The first, second, and third factors, respectively, would thus weigh
against other appraisers having prudential standing under § 43(a).
58
Harold H. Huggins Realty, 2009 WL 2449888, at *1.

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it decides the request for class certification.59 No other potential plaintiffs are
situated in the same position in the market as the plaintiffs or closer in the
market than the plaintiffs to FNC’s misrepresentations. This factor weighs in
favor of standing.

B.
We conclude that, on balance, these five factors counsel in favor of the
plaintiffs having prudential standing to sue under § 43(a) of the Lanham Act.
The two underlying purposes of the Lanham Act are “‘to ferret out unfair
competition methods and protect businesses from the unjust erosion of their good
will and reputation.’”60 Allowing the plaintiffs to go forward with this suit
advances both of those purposes. As explained above, FNC’s false
advertisements caused an erosion of the plaintiffs’ good will and reputation.61
In addition, FNC is alleged to have used false advertising to gain an unfair
competitive advantage over the plaintiffs. FNC’s misrepresentations about
AppraisalPort were an essential element of a multifaceted anti-competitive
scheme conceived and executed entirely by FNC. Because FNC’s false
advertisements were not, of their own force, injurious to the plaintiffs’
commercial interests, the plaintiffs’ injury is less direct than is typical under
§ 43(a). Critically, however, there is no participant in the market who was more
directly injured by FNC’s anti-competitive conduct. What is more, each
additional step in the chain of causation involves a wrongful act by FNC. FNC’s
decision to couple its false advertisements with other forms of anti-competitive

59
See, e.g., Bell Atlantic Corp. v. AT&T Corp., 339 F.3d 294, 306-08 (5th Cir. 2003)
(holding that class certification is inappropriate where complex, individualized damages
calculations predominate over the liability issues that are common to the class).
60
Procter & Gamble, 242 F.3d at 564 (quoting Conte Bros., 165 F.3d at 236).
61
See supra section II(A)(1).

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conduct does not make false advertising any less unfair as a method of
competition.
We are keenly aware that the Lanham Act is not a general-purpose anti-
fraud statute. Plaintiffs who complain of nothing more than a “competitor’s
fraudulent act in running its business that gives it an advantage” do not have
prudential standing under § 43(a).62 But “there is nothing novel about awarding
standing under the Lanham Act to one who has a direct pecuniary interest at
stake.”63 The plaintiffs in this case have prudential standing primarily because
of the zero-sum competitive relationship that exists between them and FNC in
the field of real-estate-valuation services.64 Lenders who use the National
Collateral Database would otherwise use the plaintiffs’ appraisal services, FNC
was able to create the National Collateral Database only because it stole the
plaintiffs’ work product, and FNC’s taking of the plaintiffs’ work product was
made possible by the false advertisements FNC ran touting the confidentiality
of AppraisalPort. But for the false advertisements FNC targeted at the
plaintiffs, the National Collateral Database would not have been able to compete
effectively with the plaintiffs’ appraisals. It is the inextricable linkage between
FNC’s false advertisements and the plaintiffs’ diminished opportunity to sell
appraisals that brings this case within the ambit of § 43(a).65

62
Procter & Gamble, 242 F.3d at 563.
63
Famous Horse, 624 F.3d at 114 (quoting PPX Enters., Inc. v. Audiofidelity. Inc., 746
F.2d 120, 125 (2d Cir. 1984)).
64
See id. at 113 (describing the existence of a competitive relationship between the
plaintiff and the defendant as “a factor that strongly favors standing,” since “competition [is]
a strong indication of why the plaintiff has a reasonable basis for believing that its interest
will be damaged by the alleged false advertising”).
65
Cf. Procter & Gamble, 242 F.3d at 563 (denying prudential standing where there
were no allegations that but for the defendant’s alleged misrepresentations to its employees,
the employees would have worked for the plaintiff instead).

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III.
The plaintiffs have alleged economic injury to their competitive interests
as real-estate appraisers. Although FNC’s false statements about AppraisalPort
were only an indirect cause of the plaintiffs’ injuries, no one suffered greater
harm because of these false statements than the plaintiffs. The plaintiffs have
a concrete, determinate damages claim, and there is no risk that allowing the
plaintiffs’ suit to go forward will subject FNC to multiple liability or competing
damages claims. This case presents unique facts, and we view it as falling just
within the outer limits of the zone of interests protected by the Lanham Act. On
balance, the five factors relevant to our inquiry indicate that the plaintiffs have
prudential standing to sue under § 43(a) of the Lanham Act. Therefore, we
reverse the judgment of the district court and remand this action for further
proceedings.

24