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SUPREME COURT OF ARKANSAS
No. CV-14-193
PHILIP MORRIS COMPANIES, INC., Opinion Delivered February 26, 2015
a corporation and PHILIP MORRIS
INCORPORATED, a corporation
APPELLANTS APPEAL FROM THE PULASKI
COUNTY CIRCUIT COURT
V. [NO. 60CV-03-4661]
WAYNE MINER and JAMES EASLEY, HONORABLE TIMOTHY DAVIS
individually and on behalf of all others FOX, JUDGE
similarly situated
APPELLEES
AFFIRMED.
RHONDA K. WOOD, Associate Justice
Class certification is proper if six, rule-based prerequisites are satisfied. Two of
those prerequisites are at issue in this case: predominance and superiority. Another issue is
whether the class is ascertainable. Here, the class plaintiffs alleged that Philip Morris
deceived them by advertising Marlboro Lights as being safer and having less tar and
nicotine than other cigarettes. The circuit court certified the plaintiffs’ class action against
Philip Morris based on the Arkansas Deceptive Trade Practices Act; Philip Morris appeals
the class certification. Because common issues predominate, because the class-action
mechanism is a superior method to adjudicate at least some parts of the plaintiffs’ cause of
action, and because the class is ascertainable, we affirm the circuit court’s order certifying
the class.
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I. Procedural History
Wayne Miner and James Easley filed a class-action complaint against Philip Morris
Companies Inc. and Philip Morris Incorporated. Plaintiffs alleged, on their behalf and for
others similarly situated, that Philip Morris violated the Arkansas Deceptive Trade
Practices Act (ADTPA) 1 by falsely representing that its Marlboro Lights cigarettes were
healthier and contained less tar and nicotine than regular cigarettes. Specifically, plaintiffs
allege that Philip Morris violated the ADTPA in the following ways:
• Falsely representing that Lights cigarettes delivered lowered levels of tar and
nicotine and were less harmful than regular cigarettes;
• Describing the product as “Light” and having “lowered tar and nicotine” when
Lights did not, in fact, lower the tar and nicotine delivered to the consumer;
• Intentionally manipulating the design and content of Lights in order to maximize
nicotine and tar delivery when deceptively claiming lowered tar and nicotine; and
• Using techniques that purportedly reduce machine-measured levels of Lights’ tar
and nicotine content while actually increasing harmful biological effects, like
specific constituent toxicity and mutagenicity.
Plaintiffs argued that the circuit court should certify a class to bring the ADTPA claim
against Philip Morris. After a hearing, the circuit court agreed with plaintiffs and certified
the following class:
All persons who purchased Defendants’ Marlboro Light [or Ultra Light] cigarettes
in Arkansas for personal consumption from November 1, 1971, through June
22, 2010. Excluded from the Class are Defendants, any parents, subsidiary,
affiliate, or controlled person of Defendants, as well as the officers, directors,
agents, servants, or employees of Defendants, and the immediate family
members of such persons.
1
Ark. Code Ann §§ 4-88-101 et seq. (Repl. 2011).
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The court concluded, inter alia, that common issues among all class members
predominated over any individual issues and that a class action was a superior method of
resolving the claim. Philip Morris has brought this interlocutory appeal from the circuit
court’s order certifying the class. See Ark. R. App. P.–Civ. 2(a)(9) (2014).
II. Standard of Review and Applicable Law
The certification of a class action is governed by Arkansas Rule of Civil Procedure
23 (2014). Circuit courts have broad discretion regarding class certification, and we will
not reverse a circuit court’s decision to grant or deny class certification absent an abuse of
discretion. Union Pac. R.R. v. Vickers, 2009 Ark. 259, 308 S.W.3d 573. When reviewing a
class-certification order, we focus on the evidence contained in the record to determine
whether it supports the circuit court’s conclusion regarding certification. Asbury Auto.
Grp., Inc. v. Palasack, 366 Ark. 601, 237 S.W.3d 462 (2006). Our focus is “whether the
requirements of Rule 23 are met” and “it is totally immaterial whether the petition will
succeed on the merits or even if it states a cause of action.” Am. Abstract & Title Co. v.
Rice, 358 Ark. 1, 9, 186 S.W.3d 705, 710 (2004). Stated another way, we “will not delve
into the merits of the underlying claims when deciding whether the Rule 23 requirements
have been met.” Nat’l Cash, Inc. v. Loveless, 361 Ark. 112, 116, 205 S.W.3d 127, 130
(2005).
Rule 23 imposes six prerequisites for certification of a class-action complaint: (1)
numerosity; (2) commonality; (3) typicality; (4) adequacy; (5) predominance; and (6)
superiority. Ark. R. Civ. P. 23(a), (b); Asbury Auto., supra; Lenders Title Co. v. Chandler,
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358 Ark. 66, 73, 186 S.W.3d 695, 699 (2004). Philip Morris has not challenged the circuit
court’s ruling regarding numerosity, commonality, typicality, and adequacy, so the only
prerequisites at issue are predominance and superiority. 2
III. Commonality and Predominance
Although Philip Morris did not challenge the court’s finding of commonality in its
points on appeal, we discuss commonality here because it is intertwined with
predominance. “One or more members of a class may sue or be sued as representative
parties on behalf of all only if . . . (2) there are questions of law or fact common to the
class.” Ark. R. Civ. P. 23(a). Citing to a leading treatise, we have noted that the
commonality requirement is satisfied when a single common issue is present among the
class members:
Rule 23(a)(2) does not require that all questions of law or fact raised in the
litigation be common. The test or standard for meeting the rule 23(a)(2)
prerequisite is . . . that there need be only a single issue common to all members of
the class. . . . When the party opposing the class has engaged in some course of
conduct that affects a group of persons and gives rise to a cause of action, one or
more of the elements of that cause of action will be common to all of the persons
affected.
Williamson v. Sanofi Winthrop Pharmaceuticals, Inc., 347 Ark. 89, 96, 60 S.W.3d 428, 432
(2001) (quoting Newberg, Class Actions § 3.10 (3d ed. 1993)). The circuit court must
determine what elements in a cause of action are common questions for the purpose of
2
Cf. Am. Abstract, 358 Ark. at 9, 186 S.W.3d at 710 (“In this appeal, American
challenges only three of the six Rule 23 requirements; therefore, we need not address or
consider the other three requirements—numerosity, commonality, and typicality—
here.”).
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certifying a class. Id. “The requirement is not difficult to meet.” David Newbern et al.,
Arkansas Civil Prac. & Proc. § 8:3 (5th ed. 2010).
In its findings of fact and conclusion of law, the circuit court ruled that the
following were common questions of law and fact: (1) whether Philip Morris engaged in
an advertising campaign that represented Lights as healthier and/or safer than regular
cigarettes; (2) whether Lights are healthier and safer than regular cigarettes; (3) whether
plaintiffs received a product that was as warranted and represented; (4) if the product was
not as warranted, the difference in value between the product as warranted and delivered;
and (5) whether Philip Morris violated the ADTPA with respect to the Lights advertising
and marketing programs.
“Predominance is a more stringent requirement than commonality.” United Am.
Ins. Co. v. Smith, 2010 Ark. 468, at 10, 371 S.W.3d 685, 692. Predominance is a
shorthand term for the following requirement from Rule 23(b): “An action may be
maintained as a class action if . . . the court finds that the questions of law or fact common
to the members of the class predominate over any questions affecting only individual
members.” The starting point in examining the predominance requirement is whether a
common wrong has been alleged against the defendant. Kersten v. State Farm Mut. Auto.
Ins. Co., 2013 Ark. 124, 426 S.W.3d 455. We have approved a bifurcated approach to the
predominance element by allowing the trial courts to divide the case into two phases: (1)
certification for resolution of the preliminary, common issues; and (2) decertification for
resolution of the individual issues. Mega Life & Health Ins. Co. v. Jacola, 330 Ark. 261, 954
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S.W.2d 898 (1997). The predominance element can be satisfied if the preliminary,
common issues may be resolved before any individual issues. Asbury Auto., 366 Ark. at
610, 237 S.W.3d at 469.
In making this determination, we do not merely compare the number of individual
versus common claims. Asbury, supra. Instead, we must decide if the issues common to all
plaintiffs “predominate over” the individual issues, which can be resolved during the
decertified stage of bifurcated proceedings if necessary. Id. Conducting a trial on the
common issue in a representative fashion can achieve judicial efficiency. Smith, 2010 Ark.
468, at 10–11, 371 S.W.3d at 692–93. Thus, the mere fact that individual issues and
defenses may be raised regarding the recovery of individual members cannot defeat class
certification where there are common questions concerning the defendant’s alleged
wrongdoing that must be resolved for all class members. Vickers, supra.
In the instant matter, Philip Morris maintains that each element of plaintiffs’
ADTPA claim—misrepresentation, causation, and damages—contains overriding
individual issues that destroy predominance. First, Philip Morris argues that
misrepresentation is an inherently individual issue because whether its representations on
its Lights cigarettes were false depends on each class member’s smoking habit. Second, it
argues that proof of causation requires proof of reliance, and since each buyer bought
Lights for different reasons, these individual reasons destroy predominance. Third, Philip
Morris argues that each individual’s damage claim depends on his or her smoking habits,
which also destroys predominance.
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We address these three issues in turn. We conclude that proof of misrepresentation
does not turn on each class member’s smoking habit because the key inquiry under the
ADTPA focuses on the defendant’s actions. We further conclude that any individual issues
regarding causation and damages can be addressed, if necessary, using the bifurcated
approach. And we agree that the circuit court did not abuse its discretion when it reached
the same conclusion: “The other issues raised by [Philip Morris] in an attempt to negate
predominance are downstream of the common, predominate threshold allegation of the
plaintiffs: that Marlboro Lights, as designed, manufactured, advertised, and sold, were
misrepresented.”
A. Misrepresentation
Philip Morris argues that the misrepresentation element of plaintiffs’ ADTPA claim
can be resolved only by considering each class member’s smoking habit. This argument is
premised on a phenomenon known as compensation. Compensation, as another court has
explained, is “the tendency of smokers of light cigarettes to inhale more deeply, hold the
smoke in their lungs longer, or cover up the ventilation holes in the cigarette paper or
filter, in order to receive the same amount of tar and nicotine as when smoking
Regulars.” Lawrence v. Philip Morris USA, Inc., 53 A.3d 525, 529 (N.H. 2012). Philip
Morris argues that because some smokers failed to “fully compensate,” they actually
received less tar and nicotine; therefore, smokers who failed to fully compensate were not
deceived. The plaintiffs respond that whether an individual received less tar or nicotine is
irrelevant—the issue is Philip Morris’s advertising Lights cigarettes as safer, healthier, and
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less addictive when, according to plaintiffs, Philip Morris knew those representations were
false.
Here, plaintiffs alleged that Philip Morris violated these two statutory provisions of
the ADTPA:
(a)(1) Knowingly making a false representation as to the characteristics, ingredients,
uses, benefits, alterations, source, sponsorship, approval, or certification of goods or
services or as to whether goods are original or new or of a particular standard,
quality, grade, style, or model;
....
(10) Engaging in any other unconscionable, false, or deceptive act or practice in
business, commerce, or trade;
Ark. Code Ann. § 4-88-107 (Repl. 2011). These two provisions focus on the defendant’s
acts. So the first question that must be answered is whether Philip Morris made a false
representation or engaged in a deceptive practice. The answer extends further than a
particular smoker’s tar and nicotine intake. While plaintiffs’ complaint alleged that Philip
Morris falsely represented Lights cigarettes as having lower tar and nicotine, plaintiffs also
alleged that Philip Morris employed deceptive techniques to reduce machine-measured
levels of tar in Lights cigarettes. Further, plaintiffs alleged that the Lights descriptor itself
was false and misleading. Because these allegations go beyond whether each consumer
who bought Lights actually received less tar or nicotine, individual issues regarding
smoking behavior are not dispositive. 3
3
See, e.g., Aspinall v. Philip Morris Cos., 813 N.E.2d 476, 489 (Mass. 2004)
(“Neither an individual’s smoking habits nor his or her subjective motivation in
purchasing Marlboro Lights bears on the issue whether the advertising was deceptive.”);
Craft v. Philip Morris Cos., 190 S.W.3d 368, 382 (Mo. Ct. App. 2005) (“Plaintiff’s
allegations go to the condition and labeling of the product at the time it was sold; they do
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B. Causation
Philip Morris’s next argument against predominance is that plaintiffs must prove
reliance to sustain their claims under the ADTPA. According to Philip Morris, proof of
this element would destroy predominance because each individual smoker bought Lights
for different reasons. Furthermore, Philip Morris maintains that even if plaintiffs need not
prove reliance, the same problem exists for the causation element.
The relevant statute reads as follows: Any person who suffers actual damage or
injury as a result of an offense or violation as defined in the ADTPA has a cause of action to
recover actual damages. Ark. Code Ann. § 4-88-113(f) (emphasis added). Here, the circuit
court ruled that “[r]eliance is not a requirement for proceeding with any private cause of
action under the ADTPA.” The court went on to add that proving reliance would be “a
legal impossibility in a case like the present matter where it is alleged [that Philip Morris]
engaged in fraudulent nondisclosure and misinformation.” Philip Morris argues that this
was error, pointing to a case in which, they allege, this court ruled that reliance was an
element of an ADTPA claim:
Asbury Automotive maintains that any determination of whether it violated the
Arkansas Deceptive Trade Practices Act will require individualized inquiries. That is
because one element of the Deceptive Trade Practices Act will involve the question of whether
each individual class member relied on a car dealer's alleged deceptive conduct. Asbury
Automotive further maintains that there are other individualized inquiries that must
be made, such as how much each plaintiff paid for his or her purchase.
Asbury, 366 Ark. at 610–11, 237 S.W.3d at 469 (emphasis added). Philip Morris’s use of
this quote is misplaced, as it was a recitation of the appellant’s argument in Asbury, not an
not make defendant’s liability dependent on each consumer’s individual smoking
behavior.”).
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affirmative statement of Arkansas law. Of course, even if it were a statement of Arkansas
law, it does not help Philip Morris. In the next paragraph of Asbury, we went on to say
that to the extent reliance is an element of an ADTPA claim, that issue is secondary to the
overall misrepresentation.
In Asbury, the plaintiffs brought a class-action claim against a car dealership, alleging
that the dealership violated the ADTPA by charging a $100 document-preparation fee.
The circuit court certified the class. On appeal, the dealership argued that individual
issues—like how each plaintiff paid for the vehicle—destroyed predominance. We
rejected this argument, reasoning that questions concerning the fee and the reason the
dealership charged it were “overarching issues [that] can be resolved before the circuit
court reaches any individual issues, such as the degree of reliance of each class member on
the misrepresentation.” Id. at 611, 237 S.W.3d at 469. Moreover, we have said that an
individual class plaintiff’s reliance on a defendant’s misrepresentation does not destroy
predominance:
[A]lthough the fact that lack of reliance and diligence may be arguments raised by
the appellants, these challenges will not override the common question relating to
the allegation of a scheme perpetrated by the appellants. The overarching issue
which must be the starting point in the resolution of this matter relates to the
existence of the alleged scheme.
SEECO, Inc. v. Hales, 330 Ark. 402, 414, 954 S.W.2d 234, 241 (1997). Likewise, in this
case, overarching issues regarding Philip Morris’s misrepresentations about Lights cigarettes
can be resolved before the circuit court decides any individual issues. In short, the
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overarching issue or starting point of plaintiffs’ claim is whether Philip Morris engaged in a
scheme to deceive smokers about the health benefits of Lights cigarettes.
Further, it would be premature for this court to prospectively set forth what the
plaintiffs must prove to sustain their ADTPA claim. The issue whether the ADTPA
requires proof of reliance is not before us. Any such ruling we would issue would be
advisory and would require us to delve into the merits. Our only task is to see if the
circuit court’s ruling met the requirements of Rule 23. This is a purely procedural inquiry,
and we should avoid deciding substantive issues not squarely before us. E.g., Fraley v.
Williams Ford Tractor & Equip. Co., 339 Ark. 322, 335, 5 S.W.3d 423, 431 (1999) (noting
that “the propriety of a class action is basically a procedural question”). The common issue
of whether Philip Morris behaved in a deceptive manner predominates the litigation; this
is true regardless of whether reliance is an element under the ADTPA.
This reasoning applies equally to Philip Morris’s contention that, even if reliance is
not required, causation is an individual issue that destroys predominance. Philip Morris
asserts that each smoker bought Lights for various reasons—some liked the taste, others
liked the brand, and others bought Lights even after discovering that Lights were no
healthier than regular cigarettes. Again, these individual purchasing motivations are
secondary to the overarching, predominant question that can be efficiently established on a
class-wide basis. In other words, the misrepresentation element of plaintiffs’ ADTPA claim
can be proved (or not) by class-action adjudication first. Then, to the extent that causation
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and reliance require individual inquiries, the circuit court can decertify the class in a
bifurcated proceeding.
C. Damages
Bifurcation also solves Philip Morris’s concern that damages are so individualized
that the issue destroys predominance. According to Philip Morris, a plaintiff can only
recover if he or she (1) failed to receive less tar or nicotine and (2) would have smoked less
or quit smoking but for Philip Morris’s fraud. For support, Philip Morris cites to a Second
Circuit case that succinctly summarizes the point:
[S]mokers who would have purchased full-flavored cigarettes instead of Lights had
they known that Lights were not healthier would have suffered no injury because
Lights have always been priced the same as full-flavored cigarettes. By contrast,
those who would have quit smoking altogether could recover their expenses in
purchasing Lights. And those who would have continued to smoke, but in greater
moderation, could recover something in between. Thus, on the issue of out-of-
pocket loss, individual questions predominate; plaintiffs cannot meet their burden
of showing that injury is amenable to common proof.
McLaughlin v. Am. Tobacco Co., 522 F.3d 215, 228 (2d Cir. 2008). 4 The plaintiffs counter
that they are entitled to damages for buying a product that was not as represented—that is,
a safer, healthier, and less addictive cigarette.
4
Philip Morris further cites Wallis v. Ford Motor Co., where we held that a class-
action claim failed to state a cause of action under the ADTPA because no actual damages
lie where the only injury complained of is a diminution in value. 362 Ark. 317, 208
S.W.3d 153 (2005). But in that case, we affirmed the circuit court’s decision to dismiss a
claim under Ark. R. Civ. P. 12(b)(6). Because Wallis was not about class certification
under Rule 23, it is inapposite. Our focus in interlocutory appeals from class-certification
orders is “whether the requirements of Rule 23 are met” and “it is totally immaterial
whether the petition will succeed on the merits or even if it states a cause of action.” Am.
Abstract, 358 Ark. at 9, 186 S.W.3d at 710.
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We do not comment on what evidence is sufficient to prove plaintiffs’ damages
claims under the ADTPA. Such an inquiry would require us to delve into the merits,
which we will not do. But the existence of damages, at least for some plaintiffs, will
depend on whether Philip Morris misrepresented its product. So the individualized
inquiry regarding damages will not destroy predominance: “[T]he mere fact that
individual issues and defenses may be raised by the defendant regarding the recovery of
individual class members cannot defeat class certification where there are common questions
concerning the defendant’s alleged wrongdoing that must be resolved for all class
members.” Simpson Hous. Solutions, LLC v. Hernandez, 2009 Ark. 480, at 17, 347 S.W.3d
1, 12. The same goes for Philip Morris’s affirmative defenses based on the statute of
limitations, failure to mitigate damages, and the voluntary-payment rule. These are
secondary to the “common questions concerning” Philip Morris’s “alleged wrongdoing
that must be resolved for all class members.” Id.; see also Fraley, 339 Ark. at 335, 5 S.W.3d
at 431 (“[C]onsideration of affirmative defenses at the class certification stage is an
improper intrusion into the merits of the case.”).
IV. Superiority
Even if common issues predominate, Philip Morris argues that a class action is not a
superior method of adjudication. Rule 23(b) provides that a class action must be “superior
to other available methods for the fair and efficient adjudication of the controversy.”
Asbury Auto., 366 Ark. at 611, 237 S.W.3d at 469. This court has held that the superiority
requirement is satisfied if class certification is the more efficient way of handling the case,
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and it is fair to both sides. Id. Where a cohesive and manageable class exists, we have held
that real efficiency can be had if common, predominating questions of law or fact are first
decided, with cases then splintering for the trial of individual issues, if necessary. Id. This
court has further stated that when a circuit court is determining whether class-action status
is the superior method for adjudication of a matter, it may be necessary for the circuit
court to evaluate the manageability of the class. Id. In terms of manageability, the
superiority requirement is closely related to predominance, as the presence of central
individual issues makes class-action management more difficult. Newbern, supra, § 8:6
The class-action mechanism is a superior method to adjudicate the overarching,
predominant issue of Philip Morris’s misrepresentation regarding Lights cigarettes. The
circuit court made the following findings regarding superiority:
42. It would not be cost effective for each putative class member to file separate
lawsuits.
43. The courts of the State of Arkansas would be unable to handle hundreds of
thousands or perhaps millions of individual cases.
44. The defendants will only have to pay to litigate the issues presented by this
matter one time, as opposed to potentially being required to appear and
defend in dozens of courtrooms across the State of Arkansas.
These findings adequately supported the circuit court’s conclusion that a class action is a
superior method to adjudicate the claim. A class action saves Philip Morris the trouble of
defending multiple ADTPA claims across the state and also provides a convenient
mechanism for numerous consumers to settle the question whether Philip Morris
misrepresented its product. In other words, both parties benefit from the more efficient
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process of having the issue of Philip Morris’s misrepresentation under ADTPA litigated in
one setting. 5
V. Ascertainability
Philip Morris’s last argument is that the class is not ascertainable. It further argues
that the court made no ruling regarding ascertainability and that we should reverse on
those grounds alone. This argument is misplaced. Rule 23 does not require the circuit
court to make an explicit ruling on whether the class is ascertainable. 6 Instead, we have
said the following regarding this issue:
It is axiomatic that in order for a class action to be certified, a class must
exist. The definition of the class to be certified must first meet a standard that is not
explicit in the text of Rule 23, that the class be susceptible to precise definition.
This is to ensure that the class is neither “amorphous,” nor “imprecise.”
Concurrently, the class representatives must be members of that class. Thus, before
a class can be certified under Rule 23, the class description must be sufficiently
definite so that it is administratively feasible for the court to determine whether a
particular individual is a member of the proposed class. Furthermore, for a class to
be sufficiently defined, the identity of the class members must be ascertainable by
reference to objective criteria.
Ferguson v. Kroger Co., 343 Ark. 627, 631, 37 S.W.3d 590, 593 (2001). In the present case,
the circuit court met this requirement by defining the class as follows: All persons who
purchased Lights cigarettes in Arkansas for personal consumption from November 1, 1971
through June 22, 2010. This class is definite and “ascertainable by reference to objective
5
In so holding, we reject Philip Morris’s separate argument that bifurcation would
not create any efficiencies.
6
In the case Philip Morris cites to support this proposition, we reversed because the
circuit court made no findings regarding commonality, predominance, and superiority
Lenders Title Co. v. Chandler, 353 Ark. 339, 107 S.W.3d 157 (2003). However, we never
held that the circuit court, in addition to defining the class, had to make a separate finding
of ascertainability.
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criteria.” The circuit court did not have to go behind the class definition and make a
separate finding that the class was readily ascertainable—the class definition speaks for
itself.
Moreover, unlike Ferguson, supra, this class definition is straightforward. In Ferguson,
class plaintiffs alleged that Kroger’s double-coupon advertising campaign was false and
misleading. 7 However, the problem was that the proposed class was defined by reference
to five different criteria. We affirmed the circuit court’s refusal to certify the class, finding
that the class plaintiffs’ “ability to define the class to be all but insurmountable.” Ferguson,
343 Ark. at 634, 37 S.W.3d at 594. But here there is only one inquiry: Did a plaintiff ever
buy Marlboro Lights during the specified time period? If so, he or she is a member of the
class. This is hardly an “insurmountable” question to answer.
Philip Morris asserts that the class is still poorly defined, and unascertainable,
because each class member will have to present receipts in order to opt-in to the class; it
further contends that plaintiffs cannot provide receipts, and thus will not be able to prove
their membership in the class. Plaintiffs respond that consumers can prove their class
membership in other ways, for example, by an affidavit or through testimony. We agree
with the plaintiffs. There is no receipt requirement in order to join a class action. One of
7
“Kroger advertised to the general public that it would double the value of a
manufacturer’s coupon for goods on particular days. The value of that doubled coupon
would then be deducted against the price of the product. During this time period, Kroger
discounted the amount of state sales tax against the enhanced coupon value. The net result
was that customers did not receive the full double-coupon value. Rather, they received
the double-coupon value less the sales tax on the enhanced value, which was remitted to
the applicable state revenue department by Kroger.” Ferguson, 343 Ark. at 629, 37 S.W.3d
at 591.
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the rationales for the class-action mechanism is to provide individual consumers with an
effective way to pool resources and collectively bring a claim that would otherwise be
unremunerative if brought individually. Most consumers throw their receipts away on
their way out the door; so a receipt requirement would undermine the class-action
mechanism because so few class members could produce receipts from cigarette purchases
made years ago.
VI. Conclusion
We hold that the circuit court did not abuse its discretion in certifying this class.
We therefore affirm the circuit court’s certification order.
Affirmed.
HART, J., dissents.
Mitchell, Williams, Selig, Gates & Woodyard, P.L.L.C., by: R.T. Beard, III; and
Arnold & Porter LLP, by: Lisa S. Blatt, John C. Massaro, and David E. Kouba, for appellants.
Thrash Law Firm, P.A., by: Thomas P. Thrash and Marcus Neil Bozeman; Don Barrett,
P.A., by: John W. “Don” Barrett and Brian K. Herrington; and Barnow & Associates, P.C.,
by: Ben Barrow and Erich Schork, for appellees.
Brian G. Brooks, Attorney at Law, PLLC, by: Brian G. Brooks, for amicus curiae
Arkansas Trial Lawyers Association.
Kitterman Law Firm, P.A., by: Gregory S. Kitterman; and Elliott & Smith Law Firm,
by: Don R. Elliott, Jr., for amici curiae Tobacco-Free Kids, American Lung Association,
and American Cancer Society Cancer Action Network.
Kutak Rock LLP, by: Jess Askew III, for amicus curiae Arkansas State Chamber of
Commerce.
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SUPREME COIJRT OF ARI(ANSAS
No. cV-14-1,93
PHILIP MORRIS COMPANIES, INC., A opinion Delivered February 26,2015
corporation and PHILIP MOI\RIS
INCORPORATED, a corporation. APPEAL FROM THE PULASKI
COUNTY CIRCUIT COURT
APPELLANTS lNo. 60cv-03-4661.)
V. HONORABLE TIMOTHY DAVIS
FOX, JUDGE
WAYNE MINER AndJAMES EASLEY,
individually and on behalf of all others DISSENTING OPINION.
similarly situated
APPELLEES
JOSEPHINE LINKER HART, Associate Justice
I respectfully dissent. The circuit court erred by cerrifying the class in rhis case
because the appellees failed to satisfy the commonality and superioriry requiremenrs under
the Arkansas Deceptive Trade Practices Act. A private cause of action may only be brought
by individuals who have sustained "actual damages." The "actual damages" requirenrent, as
codified at Arkansas Code Annotated section 4-88-1 13(f) leaves unsarisfied the cornmonaliry
and superioriry requirements of Rule 23 of the Arkansas Rules of Civil Procedure. I would
also deny certificadon of this class because it is nor ascerrainable.
The circuit court certified the class as "All persons who purchased Defendants'
Marlboro Light [and Mariboro Ultra LightJ cigarettes in Arkansas for personal consumprion
from November 1, 1971, through June 22,2010." The appellees' theory of the case was
that anyone who purchased the Light cigarettes was rnisled by Philip Morris's marketing that
Light cigarettes delivered less tar and nicotine, which it knew would be interpreted as being
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a healthier or safer cigarette. The design of the cigarette, ir is alleged, contributed to
"compensating," i.e., using a light cigarette in a way that was more dangerous-holding the
cigarette to cover the air holes in the filter, inducing the smoker to smoke more cigarettes,
or causing the smoker to inhale more deeply. However, even the appellees' experts
conceded that ninery percent of smokers did not fully compensate and not every purchaser
bought "Lights" because he or she believed it was a "healthier" cigarette. These facts are
fundamental to the case.
The Arkansas Deceptive Trade Practices Act is an extraordinanly broad piece of
consumer-protection legislation. It provides for both criminal enforcementr and civil
enforcement.2 However, most of the act is directed to the Attorney General. While it does
authorize a private cause of action, that right is very restricted. Arkansas Code Annotated
section 4-88-113(fl pro.,,ides: "Any person rvho suflers actual damage or injury as a result of
an oflense or violation as defined in this chapter has a cause of action to recover actual
damages, if appropriate, and reasonable attorney's fees." It is worth emphasizing rhat while
rhe Attorney General may enjoin deceptive activiry and seek restitution on behalf of the
' "Ary person who knowingly and willfully commits an unlawful practice under this
chapter shall be guilty of a Class A misdemeanor." Ark. Code Ann. $ 4-88-103.
2
In addition to the criminal penalry imposed hereunder, the Attorney General of
this state shall have authority, acting through the Consumer Counsel, to file an action in
the court designated in $ 4-88-1,1,2for civil enforcement of the provisions of this chapter,
including, but not limited to, the seeking of restitution and the seeking of an injunction
prohibiting any person from engaging in any deceptive or unlawful practice prohibited by
this chapter.
Ark. Code Ann. $ 4-88-104.
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people ofArkansas without identifuing specific individuals who have been harmed or might
potentially be harmed, the private cause of action requires "actual damages." A Person who
has not sustained "actual damages" simply cannot bring a private lawsuit under the Arkansas
Deceptive Trade Practices Act. Ark. Code Ann. 4-88-113(0. Accordingly, that person
should not be made an unnamed plaintiffin a class action.
I agree with Philip Morris's assertion that the proposed class is manifestly unsuitable
for class-wide adjudication because the core elements of the Arkansas Deceptive Trade
Pracrices Act claim are that (1) Philip Morris misrepresented that Lights deliver lower tar and
nicotine in a way "likely to deceive" a reasonable consumer, and (2) the misrepresentation
caused plaintiffs (3) to sufler "actual damage or injury." Philip Morris contends that "[a'lny
representation that Lights were lower in tar or nicotine was not false as to class members
who smoked Lights in ways that actually delivered lower tar and nicotine." ln those
instances, the consumers got exactly what they were seeking.
Furthermore, these representations did not apply to those individuals who did not
believe the alleged misrepresentations and thus did not rely on the alleged misrepresentation
and purchased Lights for reasons other than lower tar and nicotine, such as taste. Philip
Morris argues that injury could be shown "only if the purchasers did not receive less tar and
nicotine and they would have spent less rnoney on cigarettes in the absence of the alleged
misrepresentation. Actual damages would depend on each class member's smoking habits,
beliefs, and purchasing history. Obviously, a class member has suffered no "actual damages"
if he or she boughr Lights because of the taste, peer pressure, or lor reasons other than he or
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she believed that it was a "healthier" cigarette.
I also agree with Philip Morris that the necessiry of determining the individual
smoking habits, particularly with regard to whether a class member has sustained acrual
clamages also defears the superioriry requirement of Rule 23. Neither side disputes that
"minitrials" would be required to determine actual damages. Because the class is not
ascertainable, no one can predict how many of these minitrials will be necessary, although
it will be ar least several thousand because Philip Morris expressed its intention to assert its
due-process right to rebut each element ofplaintiffs' claims. Accordingly, the circuit court's
finding that superioriry was satisfied because it would not be "cost effbctive" for each
putative class member to file separate lawsuits," is clearly wrong because each class member
would end up in that position anyway. Furthermore, I cannot ignore that Arkansas Code
Annotated section 4-BB-113(0 states that in private enforcement actions, reasonable
atrorney's fees would be awarded, so an individual private plaintiffwould not incur the cost
of paying for representation.
The circuit coLlrt also erred in certi$zing the class because it is not ascertainable. The
majority echoes the appellees' contention that ascertainabiliry is someho'uv entitled to lesser
consideration because it is not a textual requiremenr in Rule 23 and, as counsel for the
appellees disdainfully described it, "only.ludicially created." I contend that however this
requirement was engendered, be it through a rule of civil procedure promulgated by rhis
court or from one olour3udicial opinion, ascertainabiliry rs entitled to equal digniry.
Philip Morris argues that this case is analogous to Ferguson u. Kroger Co.,343 Ark.
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627,37 S.W.3d 590 (2001), where this court affirmed a denial of class certification because
it was virrually impossible ro identify class members and thus impossible to define the class.
ln Kroger, the cause ofaction alleged that consumers were misled by Kroger's double-coupon
promotion because Kroger advertised to the general public that it would double the value
of a manufacturer's coupon on particular days, but Kroger discounted rhe amount of state
sales tax against the enhanced coupon value with the net result being that customers received
the double-coupon value less the sales tax on the enhanced value, which was remitted to the
applicable state revenue department by Kroger. This court stated:
We acknowledge at the outset that defining the class size is not a specified
prerequisite to class certification under Rule 23. But that alone does not decrde the
issue. This court has held that the exact number of a class need not be proved as a
prerequisite for class certification. See Mega Lrf, €, Health lns. Co. u. Jacola, supra;
Cheqnet Systems, lnc. u. Montgomery,322 Ark.742,911 S.W.2d 956 (1995); see also
I Newberg on Class Acrions, S 3.05 (3d ed.1992). But at the same rirne, we
subscribe to the recognized principle that in order for a class to be certified, a class
must exist and that this is implicit in Rule 23.The treatise, Moore's Federal Pracrice,
states the proposition succinctly and rhe reasoning behind it:
It axiomatic that in order for a class action to be certified, a ciass nrusr exisr.
is
The definition of the class to be certified must first meet a standard that is nor
explicit in the text of Rule 23, that the class be susceptible to precise
definition. This is to ensure that the class is neither "amorphous," nor
"imprecise." . . . Thus, before a class can be certified under Rule 23, the class
description must be sufficiently definite so that it is administratively feasible for
the court to determine whether a particular individual is a member of the
proposed class. Furtherrnore, for a class to be sufficiently defined, the identiry
of the class members must be ascertainable by reference to objective cnteria.
5Jeremy C. Moore, Moore's Federal Practice S 23.2(1) (Matthew Bender 3d
ed.1997).
A second distinguished treatise echoes these principles that class idenriry musr
be feasible and that rhe class cannot be excessively broad or amorphous. 7A Charles
Alan Wright, Arthur R. Miller, Mrry Kay Kane, Federal Practice & Procedure $
1,760 (2d ed.1986); see also Adashunas u. Negley, 626 F.Zd 600 (7th Cir.1980)
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(proposed class ofall children with learning disabilities too difficult to identify and not
adequately defined); Intratex Gas Co. u. Beeson,22 S.W.3d 398 (Tex.2000); Hamilton
u. Ohio Sauings Bank,82 Ohio St.3d 67, 694 N.E.2d 442 (1998). Clearly defining the
class insures that those people who are actually harmed by the defendant's wrongful
conduct will participate in rhe relief ultimately awarded. See Simer u. Rios, 661 F.2d
655 (7th Cir.1981).
Ferguson,343 Ark. at 631,-32, 37 S.W.3d at 593.
The case before us appears to be exactly like Kroger. As Philip Morris notes, there are
no records that would tie a specific consumer to a particular purchase. While there are
obviously records of how many packs of Marlboro Light cigarettes Philip Morns sold in
Arkansas, there is no way to determine how many smokers bought them, as there is no
concrete data on how many packs each smoker smokes. Also, the class is defined so broadly,
all purchasers of Marlboro Lights in Arkansas, as to reach even those who had no actual
damage.
In my view, the majoriry is wrong to approve of a class that cannot reasonably be
ascertained, and is so broad as to include perhaps thousands of members who have sustained
no actual darnages and are thus not entitled to pursue a cause of action under the Arkansas
Deceptive Trade Practices Act. I am mindful that this cause of action is drrected against the
manufacturer of cigarettes, a highly unpopular consumer good. However, this case will
stand as precedent for a// consumer goods. "Light" is the teml that has been demonized
today because it is associated with cigarettes. Should we countenance equally low standards
for class certification when it comes to foods that are labeled "diet," all natural,"'"low-fat,"
or_dare I say__,,light?,,
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