In re: GNC Corp. v.

PUBLISHED

UNITED STATES COURT OF APPEALS
FOR THE FOURTH CIRCUIT

No. 14-1724

In re: GNC CORPORATION; TRIFLEX PRODUCTS MARKETING AND
SALES PRACTICES LITIGATION (NO. II)

-------------------

YVONNE BROWN; SHAWN HOWARD, on hehalf of themselves and all
others similarly situated; MICHAEL LERMA, On Behalf of
Themselves and All Others Similarly Situated; JEREMY GAATZ,
On Behalf of Themselves and All Others Similarly Situated;
ROBERT TOBACK; ROBERT CALVERT; THOMAS FLOWERS; JOHN J.
GROSS; JUSTIN M. GEORGE; LOUIS LASTRES, on behalf of
themselves and all others similarly situated,

Plaintiffs - Appellants,

v.

GNC CORPORATION, a Delaware Corporation; GNC HOLDINGS, INC.;
RITE AID CORPORATION,

Defendants - Appellees.

Appeal from the United States District Court for the District of
Maryland, at Baltimore. J. Frederick Motz, Senior District
Judge. (1:14-md-02491-JFM)

Argued: March 25, 2015 Decided: June 19, 2015

Before NIEMEYER and FLOYD, Circuit Judges, and HAMILTON, Senior
Circuit Judge.

Affirmed by published opinion. Judge Floyd wrote the opinion,
in which Judge Niemeyer and Senior Judge Hamilton joined.
ARGUED: Robert Jeffrey Berg, DENLEA & CARTON LLP, White Plains,
New York, for Appellants. Joseph R. Palmore, MORRISON &
FOERSTER, LLP, Washington, D.C., for Appellees. ON BRIEF: E.
Duncan Getchell, Jr., Richmond, Virginia, Gordon W. Schmidt,
Courtney S. Schorr, MCGUIREWOODS, LLP, Pittsburgh, Pennsylvania,
for Appellees.

2
FLOYD, Circuit Judge:

Appellants are consumers who purchased joint health

supplements produced and sold by GNC and Rite Aid. The

supplements all contain glucosamine and chondroitin, and most

contain additional purportedly active ingredients. Appellants

allege that GNC and Rite Aid have violated the consumer

protection laws of various states by marketing these supplements

as promoting joint health, even though many scientific studies

have shown that glucosamine and chondroitin are no more

effective than a placebo in treating the symptoms of

osteoarthritis. GNC and Rite Aid moved to dismiss the complaint

for failure to state a claim, arguing that the complaint failed

to adequately plead the falsity of the allegedly misleading

marketing representations. The district court granted the

motion in full. Because marketing statements that accurately

describe the findings of duly qualified and reasonable

scientific experts are not literally false, we affirm.

I.

Michael Lerma, Jeremy Gaatz, Robert Toback, Robert Calvert,

Shawn Howard, Thomas Flowers, John Gross, and Justin George

(collectively “Plaintiffs”) purchased a variety of joint health

supplements produced by General Nutrition Corporation and GNC

Holdings, Inc. (collectively “GNC”) and Rite Aid Corporation

3
(“Rite Aid”). In putative class actions filed in federal courts

in several states, they alleged that the supplements are

ineffective as marketed and that GNC and Rite Aid (“the

Companies”) violated various state consumer protection,

deceptive advertising, and express warranty statutes by

misrepresenting the effectiveness of the supplements. 1 The

Judicial Panel on Multidistrict Litigation transferred three of

these actions (and two tag-along actions) to the United States

District Court for the District of Maryland for coordinated or

consolidated pretrial proceedings. Plaintiffs’ counsel

established a leadership structure and filed a Consolidated

Amended Complaint (CAC), at issue in this appeal. 2 Because this

case comes to us on a motion to dismiss for failure to state a

claim, we state the facts as alleged in the CAC and assume them

to be true. Zak v. Chelsea Therapeutics Int’l, Ltd., 780 F.3d

597, 601 (4th Cir. 2015).

GNC manufactures, markets, distributes, and sells a line of

joint health dietary supplements under the brand name TriFlex:

1
The GNC plaintiffs (Lerma, Gaatz, Toback, Howard, and
Calvert) bring Counts I through VIII. The Rite Aid plaintiffs
(Flowers, George, and Gross) bring Counts IX through XIII.
2
Although Brown v. GNC Corp., 13-05890 (N.D. Cal. filed
Dec. 19, 2013), was also transferred to the district court by
the Multidistrict Litigation Panel, the CAC does not include
Yvonne Brown (the plaintiff in that action) among the named
plaintiffs.

4
GNC TriFlex; GNC TriFlex Fast-Acting; GNC TriFlex Sport; and GNC

TriFlex Complete Vitapak. All of the products contain the

compounds glucosamine hydrochloride and chondroitin sulfate

(“glucosamine and chondroitin”). They also all contain the

ingredients methylsulfonyl-methane (MSM) and hyaluronic acid

(HA). TriFlex Fast-Acting and TriFlex Sport also contain a

variety of purportedly beneficial herbs, including white willow

bark extract, hops cones extract, and Chinese skullcap root

extract. Finally, TriFlex Complete Vitapak contains tablets of

TriFlex Fast-Acting along with separate fish oil, willow bark,

and MSM supplements.

The TriFlex product labels represent that the supplements

“promote[] joint mobility & flexibility,” “protect[] joints from

wear and tear of exercise,” “rebuild[] cartilage and lubricate[]

joints,” and provide “[m]aximum strength joint comfort.” J.A.

30, 189–93. The product label for TriFlex Fast-Acting also

represents that the product was “[c]linically studied” by means

of a “12-week multi-center, randomized, double-blind, placebo

controlled study of 60 adults . . . taking 250 mg/day of the GNC

TriFlex Fast-Acting Blend” and was “shown to improve joint

comfort and function.” J.A. 193. The TriFlex Fast-Acting label

includes a chart representing that TriFlex Fast-Acting provides

a 20% improvement in joint function and 25-30% improvement in

joint flexibility. Id.

5
 Rite Aid markets, distributes, and sells a line of house-

brand joint health dietary supplements: Rite Aid

Glucosamine/Chondroitin; Rite Aid Natural

Glucosamine/Chondroitin; Rite Aid Glucosamine Chondroitin

Advanced Complex; Rite Aid Glucosamine Chondroitin, Triple

Strength + MSM; Rite Aid Glucosamine Chondroitin + MSM; and Rite

Aid Glucosamine Chondroitin Advanced Complex with HA. The Rite

Aid products are manufactured by GNC, and GNC is contractually

obligated to indemnify Rite Aid for the claims at issue here.

All of the Rite Aid products contain glucosamine and

chondroitin. All of the products except Rite Aid

Glucosamine/Chondroitin and Rite Aid Natural

Glucosamine/Chondroitin also contain MSM, HA, and various

purportedly beneficial herbs including Chinese skullcap root

extract, black catechu, and boswellia serrata gum extract. All

of the products represent either that they “promote[] joint

health” or that they “help[] rebuild cartilage and lubricate

joints.” J.A. 195–205.

The named plaintiffs purchased several of the GNC and Rite

Aid products in a number of states. No plaintiff alleges that

he or she was harmed by consuming the products, or that the

products did not contain the advertised quantities of

glucosamine and chondroitin. Rather, Plaintiffs allege that the

products are incapable of providing the advertised joint health

6
benefits, and that they would not have purchased the products

but for the Companies’ false advertising. They therefore bring

suit on behalf of themselves and similarly situated purchasers

under the consumer protection laws of their states.

Lerma, a California resident, purchased TriFlex Fast-Acting

in California and brings Counts II and III under California’s

Unfair Competition Law, Cal. Bus. & Prof. Code § 17200 et seq.,

and Consumers Legal Remedies Act, Cal. Civ. Code § 1750 et seq.

Gaatz, an Illinois resident, purchased TriFlex Sport in Illinois

and brings Count IV under Illinois’s Consumer Fraud and

Deceptive Business Practices Act, 815 Ill. Comp. Stat. 505/1 et

seq. Toback, a Florida resident, purchased TriFlex Complete

Vitapak in Florida and brings Count V under the Florida

Deceptive and Unfair Trade Practices Act, Fla. Stat. § 501.201

et seq. Calvert, an Ohio resident, purchased TriFlex Fast-

Acting in Ohio and brings Count VIII for breach of express

warranty under Ohio’s UCC, Ohio Rev. Code Ann. § 1302.26.

Howard, a New York resident, purchased TriFlex Fast-Acting in

New York and brings Counts VI and VII under New York’s deceptive

business practices statute, N.Y. Gen. Bus. Law § 349, and false

advertising statute, N.Y. Gen. Bus. Law § 350. Flowers, a

California resident, purchased unspecified Rite Aid products in

California and brings Counts X and XI under California’s Unfair

Competition Law and Consumers Legal Remedies Act. Gross, a New

7
Jersey resident, purchased unspecified Rite Aid products in New

Jersey and brings Count XII under the New Jersey Consumer Fraud

Act, N.J. Stat. Ann. § 56:8-1 et seq. And finally, George, a

Pennsylvania resident, purchased Rite Aid Natural

Glucosamine/Chondroitin in Pennsylvania and brings Count XIII

under Pennsylvania’s Unfair Trade Practices and Consumer

Protection Law, 73 Pa. Stat. Ann. § 201-1 et seq.

In essence, Plaintiffs allege that the various health

representations made on the products’ packaging are false

because “the vast weight of competent and reliable scientific

evidence” indicates that glucosamine and chondroitin do not

provide the promised health benefits. J.A. 33. In support of

this conclusion, Plaintiffs cite a number of peer-reviewed

published studies that collectively show that “glucosamine and

chondroitin[] are ineffective at treating the symptoms of

osteoarthritis, whether taken alone or in combination with each

other.” J.A. 23. Plaintiffs note that while the cited studies

were performed on patients with arthritis, “experts in the field

deem these clinical studies to be appropriate proxies for

whether [glucosamine and chondroitin] are effective for . . .

both arthritic and non-arthritic users of these

ingredients.” Id. n.5. Plaintiffs cite at least nine studies

that are claimed to show that glucosamine, chondroitin, or both

are no more effective than a placebo in relieving the symptoms

8
of arthritis. Plaintiffs also cite two studies that purportedly

show that MSM is no more effective than a placebo in relieving

the symptoms of knee arthritis. The CAC does not include any

allegations about the effectiveness of the herbal compounds

found in the products, or cite any studies regarding the

effectiveness of any of these herbal compounds at relieving the

symptoms of arthritis.

The Companies moved to dismiss the CAC for failure to state

a claim under Rule 12(b)(6) of the Federal Rules of Civil

Procedure. The district court granted the motion in full. The

court found that the plaintiffs had failed to plead that “any

reasonable expert would conclude from the cited [scientific]

studies that glucosamine and chondroitin are ineffective in non-

arthritic consumers,” and concluded that under all of the state

consumer protection laws at issue in this case, “[i]f there are

experts who support what [the Companies] say in their

advertisements, the advertisements are not false and

misleading . . . .” J.A. 248. In other words, the district

court held that a manufacturer cannot be liable for false

advertising so long as at least one qualified expert opines that

the representations made are truthful, even if the overwhelming

weight of scientific evidence is to the contrary.

The district court dismissed the CAC without prejudice and

expressly granted the plaintiffs leave to re-file if they could

9
plead (in accordance with Rule 11) that “any reasonable expert

would conclude from the cited studies that glucosamine and

chondroitin do not improve joint health in non-arthritic

consumers.” J.A. 249. Plaintiffs declined the court’s

invitation to amend the CAC and instead timely filed a notice of

appeal. We have jurisdiction over final judgments of the

district court pursuant to 28 U.S.C. § 1291. 3

After filing their appeal, Plaintiffs moved for

reconsideration by the district court under Rule 60(b)(1) of the

Federal Rules of Civil Procedure, arguing that the district

court’s initial order rested upon a mistake of law. 4 Although we

3
Under the final order doctrine, we may take jurisdiction
over a case dismissed for failure to state a claim only if “the
grounds for dismissal clearly indicate that ‘no amendment in the
complaint could cure the defects in the plaintiff's case.’”
Domino Sugar Corp. v. Sugar Workers Local Union 392, 10 F.3d
1064, 1067 (4th Cir. 1993) (brackets omitted). Dismissals
without prejudice are generally not appealable final orders.
De’lonta v. Johnson, 708 F.3d 520, 523 n.2 (4th Cir. 2013). But
if, as here, a plaintiff declines the district court’s offer to
amend and chooses to stand on his or her complaint, the
plaintiff “waive[s] the right to later amend unless we determine
that the interests of justice require amendment.” Chao v.
Rivendell Woods, Inc., 415 F.3d 342, 345 (4th Cir. 2005).
Because of Plaintiffs’ waiver, we treat this case as if it had
been dismissed with prejudice and therefore have jurisdiction
over this appeal.
4
The Rule reads, in relevant part: “On motion and just
terms, the court may relieve a party or its legal representative
from a final judgment, order, or proceeding for . . . mistake,
inadvertence, surprise, or excusable neglect[.]” Fed. R. Civ.
P. 60(b)(1).

10
held in United States v. Williams, 674 F.2d 310, 313 (4th Cir.

1982), that Rule 60 does not authorize motions for correction of

a mistake of law, the district court elected not to deny the

motion on this ground and instead responded to the substance of

the motion. In its order (“the September Order”), the district

court reiterated the reasons stated in its initial order

dismissing the CAC and added one additional reason: It is unfair

to consumers who wish to gamble that glucosamine and chondroitin

may be effective if lay juries can effectively ban the sale of

glucosamine and chondroitin simply because the evidence of their

effectiveness is inconclusive. Plaintiffs did not file a

separate notice of appeal with respect to the September Order.

However, they now purport to appeal both the initial order and

the September Order.

II.

As a threshold matter, we must determine whether we have

jurisdiction to consider Plaintiffs’ purported appeal of the

September Order. Rule 3 of the Federal Rules of Appellate

Procedure requires would-be appellants to timely file a notice

of appeal with the Court “designat[ing] the judgment, order, or

11
part thereof being appealed.” 5 Fed. R. App. P. 3(c)(1)(B). In a

civil case in which the federal government is not a party, a

notice of appeal is timely if filed within 30 days after entry

of judgment. Fed. R. App. P. 4(a)(1). Plaintiffs timely filed

a notice of appeal following the district court’s dismissal of

the CAC, but did not file an amended notice of appeal or a new

notice of appeal within 30 days of the entry of the September

Order. They now contend—without the benefit of authority,

binding or otherwise—that it would be unfair for this Court to

require the filing of a separate notice of appeal following the

denial of a post-judgment motion.

Plaintiffs are apparently unaware of the generous tolling

provisions of Rule 4 of the Federal Rules of Appellate

Procedure, which provides a clear road map for appellants who

wish to file a post-judgment motion with the district court

before taking their appeal. Appellants who file a motion for

reconsideration within 28 days following the district court’s

entry of judgment may wait to file their notice of appeal until

after the disposition of the Rule 60 motion, because the timely

5
The timely filing of a notice of appeal is not merely a
matter of clerical convenience. Rather, it is “an event of
jurisdictional significance—it confers jurisdiction on the court
of appeals and divests the district court of its control over
those aspects of the case involved in the appeal.” Griggs v.
Provident Consumer Disc. Co., 459 U.S. 56, 58 (1982) (per
curiam).

12
filing of the Rule 60 motion tolls the time for filing an

appeal. Appellants who miss this 28-day deadline can still file

separate notices of appeal within 30 days of each challenged

order and then consolidate the appeals. Fed. R. App. P.

4(a)(4)(A)(vi)&(B); see also Fobian v. Storage Tech. Co., 164

F.3d 887, 891 (4th Cir. 1999) (noting that “any appeal from the

denial” of a Rule 60 motion “can be consolidated with the appeal

from the underlying order”); 16A Charles Alan Wright & Arthur R.

Miller et al., Federal Practice and Procedure, § 3950.4 (4th ed.

2008).

Plaintiffs filed their Rule 60 motion 35 days after the

entry of judgment, too late to take advantage of Rule 4 tolling.

They also failed to file a separate notice of appeal from the

September Order. We therefore grant the Companies’ motion to

dismiss the appeal of the September Order for want of appellate

jurisdiction.

III.

A.

“We review de novo an appeal from a Rule 12(b)(6)

dismissal, accepting the complaint as true and drawing

reasonable inferences in the [plaintiffs’] favor.” Summers v.

Altarum Inst., Corp., 740 F.3d 325, 328 (4th Cir. 2014). Rule

8(a)(2) of the Federal Rules of Civil Procedure requires that a

13
complaint contain “a short and plain statement of the claim

showing that the pleader is entitled to relief.” Fed. R. Civ.

P. 8(a)(2). “[T]he pleading standard Rule 8 announces does not

require ‘detailed factual allegations,’ but it demands more than

an unadorned, the-defendant-unlawfully-harmed-me

accusation.” Ashcroft v. Iqbal, 556 U.S. 662, 678 (2009)

(quoting Bell Atl. Corp. v. Twombly, 550 U.S. 544, 555 (2007)).

To “state a claim to relief that is plausible on its face,” a

plaintiff must “plead factual content that allows the court to

draw the reasonable inference that the defendant is liable for

the misconduct alleged.” Id.

B.

In order to state a plausible claim for relief under all of

the state consumer protection statutes specified in the CAC,

Plaintiffs must plead facts from which we might infer that the

representations made on the products’ packaging were false,

deceptive, or misleading. 6 The district court held that

6
Crawford v. Franklin Credit Mgmt. Corp., 758 F.3d 473, 490
(2d Cir. 2014)(“To state a claim under [New York] GBL § 349, a
plaintiff ‘must prove three elements: first, that the challenged
act or practice was consumer-oriented; second, that it was
misleading in a material way; and third, that the plaintiff
suffered injury as a result of the deceptive act.’” (quoting
Stutman v. Chem. Bank, 95 N.Y.2d 24, 29 (2000))); Virgilio v.
Ryland Grp., Inc., 680 F.3d 1329, 1338 n.25 (11th Cir. 2012) (“A
consumer claim for damages under [Florida’s] FDUTPA has three
(Continued)
14
Plaintiffs have failed to satisfy this minimal pleading burden.

For the reasons that follow, we agree.

1.

The district court held that “[i]f there are experts who

support what [the Companies] say in their advertisements, the

elements: (1) a deceptive act or unfair practice; (2) causation;
and (3) actual damages.”); McKinney v. Bayer Corp., 744 F. Supp.
2d 733, 753 (N.D. Ohio 2010) (“To state a claim for breach of
warranty under the [Ohio] UCC, a plaintiff must allege: (1) the
existence of a warranty; (2) the product failed to perform as
warranted; (3) the plaintiff provided the defendant with
reasonable notice of the defect; and (4) the plaintiff suffered
an injury as a result of the defect.”); Engel v. Novex Biotech
LLC, No. 14-cv-03457-MEJ, 2014 WL 5794608, at *2 (N.D. Cal. Nov.
6, 2014) (“In an action for false advertising under the
[California] UCL and CLRA, the plaintiff bears the burden of
proving the defendant’s advertising claim is false or
misleading.” (internal quotation marks omitted)); De Bouse v.
Bayer AG, 235 Ill. 2d 544, 550, (2009) (“A[n Illinois] Consumer
Fraud Act claim requires (1) a deceptive act or practice by the
defendant, (2) the defendant's intent that the plaintiff rely on
the deception, (3) the occurrence of the deception in a course
of conduct involving trade or commerce, and (4) actual damage to
the plaintiff that is (5) a result of the deception.”);
Manahawkin Convalescent v. O'Neill, 217 N.J. 99, 122 (2014) (“An
unlawful practice under the [New Jersey] CFA requires
‘fraudulent, deceptive or other similar kind of selling or
advertising practices.’” (quoting Daaleman v. Elizabethtown Gas
Co., 77 N.J. 267, 271 (1978))); Koch v. Acker, Merrall & Condit
Co., 18 N.Y.3d 940, 941 (2012) (per curiam) (“To successfully
assert a claim under [New York] General Business Law § 349(h) or
§ 350, ‘a plaintiff must allege that a defendant has engaged in
(1) consumer-oriented conduct that is (2) materially misleading
and that (3) plaintiff suffered injury as a result of the
allegedly deceptive act or practice.’” (quoting City of N.Y. v.
Smokes-Spirits.Com, Inc., 12 N.Y.3d 616, 621 (2009))).

15
advertisements are not false and misleading . . . .” J.A. 248.

The district court clarified that Plaintiffs should not amend

the CAC unless they can plead that “any reasonable expert would

conclude from the cited studies that glucosamine and chondroitin

do not improve joint health in non-arthritic consumers.” J.A.

249. The district court’s test—while incorrect in its specific

formulation—accurately summarizes the law of false advertising. 7

The federal Lanham Act creates a private right of action

for corporate victims of “false or misleading” descriptions or

representations. 15 U.S.C. § 1125(a). Although consumers (such

as Plaintiffs) cannot invoke the protections of the Lanham

Act, Lexmark Int’l, Inc. v. Static Control Components, Inc., 134

S. Ct. 1377, 1390 (2014), the considerable body of federal

common law construing the Act is instructive in construing the

state laws at issue here. Courts uniformly interpret “false or

7
The district court’s reference to the specific studies
cited in the CAC is error. Under Twombly and Iqbal, “a
plaintiff need not ‘forecast’ evidence sufficient to prove the
elements of the claim.” Walters v. McMahen, 684 F.3d 435, 439
(4th Cir. 2012) (quoting Robertson v. Sea Pines Real Estate
Cos., 679 F.3d 278, 291 (4th Cir. 2012)). While the studies
cited in the CAC are statements of fact that may collectively
“raise a right to relief above the speculative level,” Twombly,
550 U.S. at 555, they do not comprise the full body of evidence
that the factfinder would ultimately consult to determine
liability. As will be developed below, the question of falsity
hinges on the existence (or not) of scientific consensus and not
on the conclusions that hypothetical scientists might draw from
those studies referenced in the CAC.

16
misleading” as creating two different theories of recovery in a

false advertising claim: A plaintiff must allege either (i) that

the challenged representation is literally false or (ii) that it

is literally true but nevertheless misleading. See,

e.g., Southland Sod Farms v. Stover Seed Co., 108 F.3d 1134,

1139 (9th Cir. 1997); BASF Corp. v. Old World Trading Co., 41

F.3d 1081, 1089 (7th Cir. 1994); Castrol Inc. v. Pennzoil Co.,

987 F.2d 939, 943 (3d Cir. 1993); see also 44 Am. Jur. Proof of

Facts 3d 1, § 8 (2015) (collecting cases). A Lanham Act

plaintiff arguing that a representation is misleading must

produce extrinsic evidence of actual consumer confusion—it is

not enough for a court to determine after the fact that a

representation could have misled hypothetical

consumers. See Scotts Co. v. United Indus. Corp., 315 F.3d 264,

272–73 (4th Cir. 2002). However, a plaintiff arguing literal

falsity need not produce such evidence. Id. If a representation

is false, we assume as a matter of law that it is also

misleading.

In construing the diverse state statutes at issue here, we

apply this broadly shared understanding of the difference

between false and misleading representations. Every statute at

issue here imposes liability for misleading representations.

Although each state supplies its own test for determining

17
whether true statements are misleading, 8 statements that are

literally false are necessarily misleading within the meaning of

all of the statutes. Crucially, Plaintiffs have consistently

argued below and on appeal that the challenged representations

are false and that the challenged products are ineffective. The

CAC nowhere alleges, and Plaintiffs have at no time argued, that

any of the representations are literally true but misleading.

Because Plaintiffs elected to plead that the Companies’

representations are false rather than true but misleading, we

must determine whether the CAC states facts showing that the

representations are literally false. Plaintiffs’ theory of the

case is a syllogism: (i) the Companies represent that the

products improve joint health; (ii) scientific evidence will

show that glucosamine and chondroitin do not improve joint

health more than a placebo would; (iii) therefore, the

representations must be false because the products do not and

cannot improve joint health. However, the CAC does not allege

8
See, e.g., Oliveira v. Amoco Oil Co., 201 Ill.2d 134, 155
(2002) (“[A] plaintiff must allege that he was, in some manner,
deceived.”); Barry v. Arrow Pontiac, Inc., 100 N.J. 57, 69
(1985) (asking “whether the ad itself is misleading to the
average consumer”); Guggenheimer v. Ginzburg, 43 N.Y.2d 268,
272–73 (1977) (“In weighing a statement's capacity, tendency or
effect in deceiving or misleading customers, we do not look to
the average customer but to the vast multitude which the
statutes were enacted to safeguard including the ignorant, the
unthinking and the credulous . . . .”).

18
that all scientists agree that glucosamine and chondroitin are

ineffective at providing the promised joint health benefits.

Rather, it alleges that “the vast weight of competent clinical

evidence,” J.A. 33, and the “overwhelming weight of high

quality, credible and reliable studies,” J.A. 35, support this

finding. Plaintiffs thereby concede that, although most duly

qualified scientific experts may agree that glucosamine and

chondroitin are ineffective, some reasonable experts disagree

and believe that glucosamine and chondroitin can provide the

symptom relief promised by the Companies. In other words,

contrary to the second prong of Plaintiffs’ own syllogism, the

CAC alleges that the scientific evidence regarding the efficacy

of glucosamine and chondroitin is equivocal. Plaintiffs have

therefore failed to allege that the challenged representations

are literally false.

Plaintiffs urge that it is inappropriate for the court to

resolve a “battle of the experts” on the pleadings. However, we

need not resolve any “battle of the experts” in order to decide

whether the CAC states a claim for false advertising. When

litigants concede that some reasonable and duly qualified

scientific experts agree with a scientific proposition, they

cannot also argue that the proposition is “literally false.”

Either the experts supporting the Companies are unreasonable and

unqualified (in which case, there is no real battle of the

19
experts to begin with) or they reflect a reasonable difference

of scientific opinion (in which case the challenged

representations cannot be said to be literally false). By

characterizing the dispute as a battle of the experts,

Plaintiffs highlight the CAC’s concession that a reasonable

difference of scientific opinion exists as to whether

glucosamine and chondroitin can provide the advertised joint

health benefits.

Plaintiffs also object that our holding today would “permit

a manufacturer of the most dubious product to engage an ‘expert’

and then contend it was immune from a consumer fraud action.”

Appellants’ Br. at 18. However, plaintiffs who believe that

no reasonable scientist would agree with the challenged

representations remain free to make that allegation. Having

done the due diligence required by Rule 11 of the Federal Rules

of Civil Procedure, they need not fear that the defendant’s

subsequent production of a surprise expert whose opinion is not

reflected in the published scientific literature would expose

them to Rule 11 sanctions. 9 See Morris v. Wachovia Sec., Inc.,

9
The label of TriFlex Fast-Acting references such a private
study. Although Plaintiffs were free to allege that the study
cannot have been conducted in a reasonable or reliable way
(because all reasonable experts support the opposite
conclusion), they failed to do so. We decline to speculate as
to why, if the evidence is as clear and univocal as they claim,
Plaintiffs exhibited such hesitation.

20
448 F.3d 268, 278 (4th Cir. 2006) (noting that Rule 11(b) is

violated only when a party has no factual basis for an

allegation in a signed pleading). Moreover, plaintiffs remain

protected from dubious experts by the Federal Rules of Evidence,

which “ensure that any and all scientific testimony . . . is not

only relevant, but reliable.” Cooper v. Smith & Nephew, Inc.,

259 F.3d 194, 199 (4th Cir. 2001) (quoting Daubert v. Merrell

Dow Pharm., Inc., 509 U.S. 579, 588 (1993)).

Our holding today should not be interpreted as insulating

manufacturers of nutritional supplements from liability for

consumer fraud. A manufacturer may not hold out the opinion of

a minority of scientists as if it reflected broad scientific

consensus. Nevertheless, we need not decide today whether any

of the representations made on the Companies’ products are

misleading, because Plaintiffs chose not to include such

allegations in the CAC.

In sum, we hold that in order to state a false advertising

claim on a theory that representations have been proven to be

false, plaintiffs must allege that all reasonable experts in the

field agree that the representations are false. If plaintiffs

cannot do so because the scientific evidence is equivocal, they

have failed to plead that the representations based on this

disputed scientific evidence are false.

21
 2.

The CAC is also defective because it fails to allege that

all of the ingredients contained in the products are incapable

of providing the represented benefits. This defect presents an

alternate ground for affirming the district court.

The CAC alleges that according to most scientists,

glucosamine and chondroitin, MSM, and HA do not provide the

benefits represented on the products’ packaging. However, most

of the products cited in the complaint contain additional

ingredients. All of the GNC products allegedly purchased by the

named plaintiffs contain ingredients not referenced in the CAC,

including white willow bark extract, hops cones extract, Chinese

skullcap root extract, and fish oil. All of the Rite Aid

products allegedly purchased by named plaintiffs except for Rite

Aid Natural Glucosamine/Chondroitin also contain additional

ingredients. Plaintiffs conceded before the district court that

the CAC does not “specifically address” what they refer to as

the “minor ingredients” in the products. 10 J.A. 125.

10
Despite this earlier concession, Plaintiffs represented
to this Court that “[t]he CAC . . . alleges that all of the
ingredients in Defendants’ products have been proven . . . to be
ineffective” and that “the cited studies . . . include all of
the ingredients in Defendants’ products.” Appellants’ Reply Br.
(Continued)
22
 Most of the challenged representations—including “supports

improved joint health,” “protects joints,” “joint comfort,” and

“rebuilds cartilage”—refer to the products as a whole. 11 The

products, except for Rite Aid Natural Glucosamine/Chondroitin,

contain herbal compounds that ostensibly contribute to joint

health and comfort. To the extent that Plaintiffs failed to

allege that all of the purportedly active ingredients in each

product are ineffective at promoting joint comfort, health, and

flexibility, they have failed to adequately plead falsity of the

representations regarding the products as a whole. See Toback

v. GNC Holdings, Inc., No. 13-80526-CIV, 2013 WL 5206103, at *5

(S.D. Fla. Sept. 13, 2013) (“Plaintiff’s allegations regarding

the inefficacy of glucosamine and chondroitin simply fail to

address the efficacy of the TriFlex Vitapak’s multifarious

1, 8 (emphasis added). Plaintiffs’ counsel is reminded “that a
lawyer’s duty of candor to the court must always prevail in any
conflict with the duty of zealous advocacy.” U.S. Dep’t of
Hous. & Urban Dev. v. Cost Control Mktg. & Sales Mgmt. of Va.,
Inc., 64 F.3d 920, 925 (4th Cir. 1995).
11
GNC TriFlex Complete Vitapak represents on the side of
the package and in small print that “[g]lucosamine and
chondroitin help preserve joint function and rebuild cartilage.”
J.A. 189. GNC TriFlex Fast-Acting represents, in small print on
the side of the package, that “[s]cientific research has shown
that these building block compounds [i.e., glucosamine and
chondroitin] help to support the body’s natural ability to
regenerate cartilage and lubricate joints thus supporting joint
health integrity and function.” J.A. 193.

23
composition in promoting joint health, and thus fail to raise

Plaintiff’s claim, that the Vitapak as a whole does not function

as advertised, above the speculative level.” (emphasis

added)); McCrary v. Elations Co., LLC, No. EDCV 13–0242 JGB

(OPx), 2013 WL 6402217, at *5 (C.D. Cal. Apr. 24, 2013)

(dismissing claims regarding the overall formulation of a

supplement when plaintiff provided no scientific studies

regarding several of the purportedly active ingredients).

We therefore affirm the dismissal of all claims regarding

the overall formulation of all products except for Rite Aid

Natural Glucosamine/Chondroitin on the alternate ground that the

CAC does not allege that the products’ ingredients are

ineffective as marketed.

3.

The Companies also argue that the studies cited in the CAC

are not specific enough to raise any plausible inferences

regarding the efficacy of the challenged products. We find this

line of reasoning unpersuasive and inconsistent with notice

pleading under Twombly and Iqbal.

First, the Companies argue that because the scientific

studies cited in the CAC concerned patients with osteoarthritis,

their findings are inapplicable to people without arthritis who

experience joint pain and stiffness. Plaintiffs respond that we

24
must take as true the CAC’s allegation that “experts in the

field deem [clinical studies conducted on arthritic patients] to

be appropriate proxies for whether the ingredients are effective

. . . for both arthritic and non-arthritic users.” J.A. 23 n.5.

Plaintiffs further note that the symptoms of arthritis assessed

in the studies—joint stiffness, pain, and discomfort—are

precisely the symptoms that the products purport to remedy. For

example, the CAC cites one study that concluded that

“glucosamine and chondroitin, alone or in combination, did not

reduce joint pain . . . compared with a placebo,” and another

that found that “glucosamine and chondroitin did not rebuild

cartilage.” J.A. 37–38. It may well be that glucosamine and

chondroitin work differently in people with arthritis than in

people without arthritis, but such a factual dispute is not

susceptible to resolution at the motion-to-dismiss stage.

Second, the Companies argue that the scientific studies

cited in the CAC are insufficient evidence of falsity because

they did not assess the specific formulations used in the

products or the synergistic effects between the products’

ingredients. They argue that the studies are inapplicable

because they considered different amounts and combinations of

glucosamine and chondroitin. Again, however, our inquiry at

this stage is limited to the plausibility of the CAC and not the

ultimate truth of its allegations: The applicability of a study

25
regarding different dosages of the same ingredients to the

products at issue is not susceptible to resolution at the

motion-to-dismiss stage. See Quinn v. Walgreen Co., 958 F.

Supp. 2d 533, 544 (S.D.N.Y. 2013); Pearson v. Target Corp., No.

11 CV 7972, 2012 WL 7761986, at *2 (N.D. Ill. Nov. 9, 2012)

(“[W]hether or not the proffered studies are applicable to Up &

Up Triple Strength is a question of fact that I do not decide at

this stage. The fact that these studies looked at products that

shared the same active ingredients-Glucosamine, Chondroitin, and

MSM-makes Plaintiff's claim facially plausible.”); see

also Jovel v. i-Health, Inc., No. 12-CV-5614 (JG), 2013 WL

5437065, at *9 (E.D.N.Y. Sept. 27, 2013). We therefore decline

to adopt these grounds for affirming the district court’s order.

IV.

For the foregoing reasons, we hold that the CAC fails to

state a claim upon which relief can be granted. The judgment of

the district court is therefore

AFFIRMED.

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