False advertising lawsuits: what they say about product labels and where each stands

False advertising covers statements on packaging, labels or ads that are untrue or that mislead shoppers about what they are buying. Companies use label claims such as a dose amount, a quality measure or a "no preservatives" promise because these details help shoppers compare products and decide what to buy.

The Federal Trade Commission's truth in advertising page says that under federal law, ads must be truthful, not deceptive, and backed by evidence. Many states have their own consumer protection laws, and class actions over labels often rely on them.

The lawsuits listed here each focus on a different kind of label claim.

The first is the amount of an ingredient. The Nutricost magnesium supplement lawsuit says Nutricost magnesium glycinate supplements contained far less magnesium than the 420 mg stated on the label. The FDA's dietary supplements page explains that companies are responsible for making sure their supplement labeling is truthful and not misleading.

The second is a quality measure. The Sealy bedding thread count lawsuit says sheets sold as 1250 thread count had inflated thread counts. Thread count is the number of threads woven into one square inch of fabric, and shoppers often treat a higher number as a sign of quality.

The third is a claim that an ingredient is left out. The ZOA energy drink lawsuit says ZOA drinks contained citric and ascorbic acid, which the lawsuit says act as preservatives, even though the cans said "0 Preservatives."

Some false advertising cases may never pay anyone.