{"id":984,"date":"2021-10-25T03:49:52","date_gmt":"2021-10-25T03:49:52","guid":{"rendered":"https:\/\/crowdsourcelawyers.com\/judicial-council-california-civil-jury-instructions-caci\/?page_id=984"},"modified":"2022-05-03T20:33:51","modified_gmt":"2022-05-03T20:33:51","slug":"caci-1731-trade-libel-essential-factual-elements","status":"publish","type":"page","link":"https:\/\/crowdsourcelawyers.com\/judicial-council-california-civil-jury-instructions-caci\/caci-1731-trade-libel-essential-factual-elements\/","title":{"rendered":"CACI 1731 Trade Libel\u2014Essential Factual Elements"},"content":{"rendered":"\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-ku7yk0dc-2999da72859c0510c245f53248b72f15\">\n#top .av-special-heading.av-ku7yk0dc-2999da72859c0510c245f53248b72f15{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-ku7yk0dc-2999da72859c0510c245f53248b72f15 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-ku7yk0dc-2999da72859c0510c245f53248b72f15 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-ku7yk0dc-2999da72859c0510c245f53248b72f15 av-special-heading-h1 blockquote modern-quote  avia-builder-el-0  el_before_av_hr  avia-builder-el-first '><h1 class='av-special-heading-tag '  itemprop=\"headline\"  >CACI 1731 Trade Libel\u2014Essential Factual Elements<\/h1><div class='av-subheading av-subheading_below'><p>California Civil Jury Instructions CACI<\/p>\n<\/div><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div>\n<div  class='hr av-av_hr-91d7ccd583a503147498e120fee2ff9b hr-default  avia-builder-el-1  el_after_av_heading  el_before_avia_sc_search '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" 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action='https:\/\/crowdsourcelawyers.com\/judicial-council-california-civil-jury-instructions-caci\/' id='searchform_element' method='get' class='' data-element_id='av-avia_sc_search-f7f83518637509acfac1c9900b84c1e7' ><div class='av_searchform_wrapper'><input type='search' value='' id='s' name='s' placeholder='Search CACI' aria-label='Search CACI' class='av-input-field ' required \/><div class='av_searchsubmit_wrapper '><input type='submit' value='Find' id='searchsubmit' class='button ' title='View results on search page' aria-label='View results on search page' \/><\/div><input type='hidden' name='numberposts' value='8' \/><input type='hidden' name='post_type' value='page' \/><input type='hidden' name='results_hide_fields' value='post_titles,meta,image' \/><\/div><\/form><\/search><\/div>\n<section  class='av_textblock_section av-av_textblock-e878f05c31dff72941bf1e49a00d9ff5 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><ul>\n<li><a href=\"https:\/\/crowdsourcelawyers.com\/judicial-council-california-civil-jury-instructions-caci\/\">CACI Jury Instructions Index<\/a><\/li>\n<li><a href=\"https:\/\/caci-fillable-forms.crowdsourcelawyers.com\/\">App: CACI Jury Instructions Fillable Forms Word Format<\/a><\/li>\n<\/ul>\n<\/div><\/section>\n<div  class='hr av-av_hr-91d7ccd583a503147498e120fee2ff9b hr-default  avia-builder-el-4  el_after_av_textblock  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-ku7ylbt1-cc50529b6c74ca79afc1a91d9125e8f2\">\n#top .av_textblock_section.av-ku7ylbt1-cc50529b6c74ca79afc1a91d9125e8f2 .avia_textblock{\nfont-size:20px;\n}\n<\/style>\n<section  class='av_textblock_section av-ku7ylbt1-cc50529b6c74ca79afc1a91d9125e8f2 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h2 class=\"SS_Banner\">1731\u00a0Trade Libel\u2014Essential Factual Elements<\/h2>\n<hr \/>\n<p><span class=\"SS_bf\" data-housestyle=\"EMPHASIS_bf\">[<\/span><span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">Name of plaintiff<\/span><span class=\"SS_bf\" data-housestyle=\"EMPHASIS_bf\">] claims that [<\/span><span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">name of defendant<\/span><span class=\"SS_bf\" data-housestyle=\"EMPHASIS_bf\">] harmed [him\/her\/<\/span><span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">nonbinary pronoun<\/span><span class=\"SS_bf\" data-housestyle=\"EMPHASIS_bf\">] by making a statement that disparaged [<\/span><span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">name of plaintiff<\/span><span class=\"SS_bf\" data-housestyle=\"EMPHASIS_bf\">]\u2019s [<\/span><span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">specify product<\/span><span class=\"SS_bf\" data-housestyle=\"EMPHASIS_bf\">]. To establish this claim, [<\/span><span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">name of plaintiff<\/span><span class=\"SS_bf\" data-housestyle=\"EMPHASIS_bf\">] must prove all of the following:<\/span><\/p>\n<p><span class=\"SS_ListLabel\"><span class=\"SS_bf\" data-housestyle=\"EMPHASIS_bf\">1.<\/span><\/span><span class=\"SS_ListItemContent\"><span class=\"SS_bf\" data-housestyle=\"EMPHASIS_bf\">That [<\/span><span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">name of defendant<\/span><span class=\"SS_bf\" data-housestyle=\"EMPHASIS_bf\">] made a statement that [would be clearly or necessarily understood to have] disparaged the quality of [<\/span><span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">name of plaintiff<\/span><span class=\"SS_bf\" data-housestyle=\"EMPHASIS_bf\">]\u2019s [<\/span><span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">product\/service<\/span><span class=\"SS_bf\" data-housestyle=\"EMPHASIS_bf\">];<\/span><\/span><\/p>\n<p><span class=\"SS_ListLabel\"><span class=\"SS_bf\" data-housestyle=\"EMPHASIS_bf\">2.<\/span><\/span><span class=\"SS_ListItemContent\"><span class=\"SS_bf\" data-housestyle=\"EMPHASIS_bf\">That the statement was made to a person other than [<\/span><span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">name of plaintiff<\/span><span class=\"SS_bf\" data-housestyle=\"EMPHASIS_bf\">];<\/span><\/span><\/p>\n<p><span class=\"SS_ListLabel\"><span class=\"SS_bf\" data-housestyle=\"EMPHASIS_bf\">3.<\/span><\/span><span class=\"SS_ListItemContent\"><span class=\"SS_bf\" data-housestyle=\"EMPHASIS_bf\">That the statement was untrue;<\/span><\/span><\/p>\n<p><span class=\"SS_ListLabel\"><span class=\"SS_bf\" data-housestyle=\"EMPHASIS_bf\">4.<\/span><\/span><span class=\"SS_ListItemContent\"><span class=\"SS_bf\" data-housestyle=\"EMPHASIS_bf\">That [<\/span><span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">name of defendant<\/span><span class=\"SS_bf\" data-housestyle=\"EMPHASIS_bf\">] [knew that the statement was untrue\/acted with reckless disregard of the truth or falsity of the statement];<\/span><\/span><\/p>\n<p><span class=\"SS_ListLabel\"><span class=\"SS_bf\" data-housestyle=\"EMPHASIS_bf\">5.<\/span><\/span><span class=\"SS_ListItemContent\"><span class=\"SS_bf\" data-housestyle=\"EMPHASIS_bf\">That [<\/span><span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">name of defendant<\/span><span class=\"SS_bf\" data-housestyle=\"EMPHASIS_bf\">] knew or should have recognized that someone else might act in reliance on the statement, causing [<\/span><span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">name of plaintiff<\/span><span class=\"SS_bf\" data-housestyle=\"EMPHASIS_bf\">] financial loss;<\/span><\/span><\/p>\n<p><span class=\"SS_ListLabel\"><span class=\"SS_bf\" data-housestyle=\"EMPHASIS_bf\">6.<\/span><\/span><span class=\"SS_ListItemContent\"><span class=\"SS_bf\" data-housestyle=\"EMPHASIS_bf\">That [<\/span><span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">name of plaintiff<\/span><span class=\"SS_bf\" data-housestyle=\"EMPHASIS_bf\">] suffered direct financial harm because someone else acted in reliance on the statement; and<\/span><\/span><\/p>\n<p><span class=\"SS_ListLabel\"><span class=\"SS_bf\" data-housestyle=\"EMPHASIS_bf\">7.<\/span><\/span><span class=\"SS_ListItemContent\"><span class=\"SS_bf\" data-housestyle=\"EMPHASIS_bf\">That [<\/span><span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">name of defendant<\/span><span class=\"SS_bf\" data-housestyle=\"EMPHASIS_bf\">]\u2019s conduct was a substantial factor in causing [<\/span><span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">name of plaintiff<\/span><span class=\"SS_bf\" data-housestyle=\"EMPHASIS_bf\">]\u2019s harm. <br class=\"avia-permanent-lb\" \/><br class=\"avia-permanent-lb\" \/><\/span><\/span><\/p>\n<hr \/>\n<div class=\"SS_Note\">\n<h2 class=\"SS_HideShowSection SS_Expandable\"><\/h2>\n<div id=\"TRNotes_n_1\">\n<p><span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">New December 2013; Revised June 2015, May 2018 <br class=\"avia-permanent-lb\" \/><br class=\"avia-permanent-lb\" \/><\/span><\/p>\n<hr \/>\n<p><a href=\"https:\/\/crowdsourcelawyers.com\/\">Crowdsource Lawyers<\/a><\/p>\n<p><a href=\"https:\/\/crowdsourcelawyers.com\/judicial-council-california-civil-jury-instructions-caci\">https:\/\/crowdsourcelawyers.com\/judicial-council-california-civil-jury-instructions-caci<\/a><span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\"><br class=\"avia-permanent-lb\" \/><\/span><\/p>\n<hr \/>\n<\/div>\n<\/div>\n<div class=\"SS_Note\">\n<h2 class=\"SS_HideShowSection SS_Expandable\">Directions for Use<\/h2>\n<div id=\"TRNotes_n_2\">\n<p>The tort of trade libel is a form of injurious falsehood similar to slander of title. (See\u00a0<span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">Polygram Records, Inc. v. Superior Court<\/span>\u00a0(1985) 170 Cal.App.3d 543, 548 [216 Cal.Rptr. 252];\u00a0<span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">Erlich v. Etner<\/span>\u00a0(1964) 224 Cal.App.2d 69, 74 [36 Cal.Rptr. 256].) The tort has not often reached the attention of California\u2019s appellate courts (see\u00a0<span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">Polygram Records, Inc., supra<\/span>, 170 Cal.App.3d at p. 548), perhaps because of the difficulty in proving damages. (See\u00a0<span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">Erlich<\/span>,\u00a0<span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">supra<\/span>, 224 Cal.App.2d at pp. 73\u201374.)<\/p>\n<p>Include the optional language in element 1 if the plaintiff alleges that disparagement may be reasonably implied from the defendant\u2019s words. Disparagement by reasonable implication requires more than a statement that may conceivably or plausibly be construed as derogatory. A \u201creasonable implication\u201d means a clear or necessary inference. (<span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">Hartford Casualty Ins. Co. v. Swift Distribution, Inc.<\/span>\u00a0(2014) 59 Cal.4th 277, 295 [172 Cal.Rptr.3d 653, 326 P.3d 253].)<\/p>\n<p>Elements 4 and 5 are supported by\u00a0section 623A of the Restatement 2d of Torts, which has been accepted in California. (See\u00a0<span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">Melaleuca, Inc. v. Clark<\/span>\u00a0(1998) 66 Cal.App.4th 1344, 1360\u20131361 [78 Cal.Rptr.2d 627].) There is some authority, however, for the proposition that no intent or reckless disregard is required (element 4) if the statement was understood in its disparaging sense and if the understanding is a reasonable construction of the language used or the acts done by the publisher. (See\u00a0<span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">Nichols v. Great Am. Ins. Cos.<\/span>\u00a0(1985) 169 Cal.App.3d 766, 773 [215 Cal.Rptr. 416].)<\/p>\n<p>The privileges of\u00a0Civil Code section 47\u00a0almost certainly apply to actions for trade libel. (See\u00a0<span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">Albertson v. Raboff<\/span>\u00a0(1956) 46 Cal.2d 375, 378\u2013379 [295 P.2d 405]\u00a0[slander-of-title case];\u00a0<span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">117 Sales Corp. v. Olsen\u00a0<\/span>(1978) 80 Cal.App.3d 645, 651 [145 Cal.Rptr. 778]\u00a0[publication by filing small claims suit is absolutely privileged].) If a privilege is claimed, additional instructions will be necessary to frame the privilege.<\/p>\n<p>Under the common-interest privilege of\u00a0Civil Code section 47(c), the defendant bears the initial burden of showing facts to bring the communication within the privilege. The plaintiff then must prove that the statement was made with malice. (<span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">Lundquist v. Reusser<\/span>\u00a0(1994) 7 Cal.4th 1193, 1203 [31 Cal.Rptr.2d 776, 875 P.2d 1279].) If the common-interest privilege is at issue, give\u00a0CACI No. 1723,\u00a0<span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">Common Interest Privilege\u2014Malice<\/span>. The elements of\u00a0CACI No. 1723\u00a0constitute the \u201cunprivileged\u201d element of this basic claim.<\/p>\n<p>If the privilege of\u00a0Civil Code section 47(d)\u00a0for a privileged publication or broadcast is at issue, give\u00a0CACI No. 1724,\u00a0<span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">Fair and True Reporting Privilege.<\/span>\u00a0(See\u00a0<span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">J-M Manufacturing Co., Inc. v. Phillips &amp; Cohen LLP<\/span>\u00a0(2016) 247 Cal.App.4th 87 [201 Cal.Rptr.3d 782].) If some other privilege is at issue, an additional element or instruction targeting that privilege will be required.<\/p>\n<p>Limitations on liability arising from the\u00a0First Amendment\u00a0apply. (<span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">Hofmann Co. v. E. I. du Pont de Nemours &amp; Co.<\/span>\u00a0(1988) 202 Cal.App.3d 390, 397 [248 Cal.Rptr. 384]; see\u00a0CACI Nos. 1700\u20131703, instructions on public figures and matters of public concern.) See also\u00a0CACI No. 1707,\u00a0<span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">Fact Versus Opinion<\/span>. <br class=\"avia-permanent-lb\" \/><br class=\"avia-permanent-lb\" \/><\/p>\n<hr \/>\n<\/div>\n<\/div>\n<div class=\"SS_Note\">\n<h2 class=\"SS_HideShowSection SS_Expandable\">Sources and Authority<\/h2>\n<div id=\"TRNotes_n_3\">\n<p><span class=\"SS_ListLabel\">\u2022<\/span><span class=\"SS_ListItemContent\">\u201cTrade libel is the publication of matter disparaging the quality of another\u2019s property, which the publisher should recognize is likely to cause pecuniary loss to the owner. [Citation.] The tort encompasses \u2018all false statements concerning the quality of services or product of a business which are intended to cause that business financial harm and in fact do so.\u2019 [Citation.] [\u00b6] To constitute trade libel, a statement must be false.\u201d (<span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">City of Costa Mesa v. D\u2019Alessio Investments, LLC<\/span>\u00a0(2013) 214 Cal.App.4th 358, 376 [154 Cal.Rptr.3d 698].)<\/span><\/p>\n<p><span class=\"SS_ListLabel\">\u2022<\/span><span class=\"SS_ListItemContent\">\u201cTo constitute trade libel the statement must be made with actual malice, that is, with knowledge it was false or with reckless disregard for whether it was true or false.\u201d (<span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">J-M Manufacturing Co., Inc. v. Phillips &amp; Cohen LLP<\/span>\u00a0(2016) 247 Cal.App.4th 87, 97 [201 Cal.Rptr.3d 782].)<\/span><\/p>\n<p><span class=\"SS_ListLabel\">\u2022<\/span><span class=\"SS_ListItemContent\">\u201cThe distinction between libel and trade libel is that the former concerns the person or reputation of plaintiff and the latter relates to his goods.\u201d (<span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">Shores v. Chip Steak Co.<\/span>\u00a0(1955) 130 Cal.App.2d 627, 630 [279 P.2d 595].)<\/span><\/p>\n<p><span class=\"SS_ListLabel\">\u2022<\/span><span class=\"SS_ListItemContent\">\u201c[A]n action for \u2018slander of title\u2019 \u2026 is a form of action somewhat related to trade libel \u2026\u2009.\u201d (<span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">Erlich, supra,<\/span>\u00a0224 Cal.App.2d at p. 74.)<\/span><\/p>\n<p><span class=\"SS_ListLabel\">\u2022<\/span><span class=\"SS_ListItemContent\">\u201cConfusion surrounds the tort of \u2018commercial disparagement\u2019 because not only is its content blurred and uncertain, so also is its very name. The tort has received various labels, such as \u2018commercial disparagement,\u2019 \u2018injurious falsehood,\u2019 \u2018product disparagement,\u2019 \u2018trade libel,\u2019 \u2018disparagement of property,\u2019 and \u2018slander of goods.\u2019 These shifting names have led counsel and the courts into confusion, thinking that they were dealing with different bodies of law. In fact, all these labels denominate the same basic legal claim.\u201d (<span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">Hartford Casualty Ins. Co., supra<\/span>, 59 Cal.4th at p. 289.)<\/span><\/p>\n<p><span class=\"SS_ListLabel\">\u2022<\/span><span class=\"SS_ListItemContent\">\u201cThe protection the common law provides statements which disparage products as opposed to reputations is set forth in the\u00a0Restatement Second of Torts sections 623A\u00a0and\u00a0626. Section 623A provides: \u2018One who publishes a false statement harmful to the interests of another is subject to liability for pecuniary loss resulting to the other if [P] (a) he intends for publication of the statement to result in harm to interests of the other having a pecuniary value, or either recognizes or should recognize that it is likely to do so, and [P]<span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">(b) he knows that the statement is false or acts in reckless disregard of its truth or falsity<\/span>.\u2019 [\u00b6]\u00a0Section 626 of Restatement Second of Torts\u00a0in turn states: \u2018The rules on liability for the publication of an injurious falsehood stated in \u00a7\u2009623A apply to the publication of matter disparaging the quality of another\u2019s land, chattels or intangible things, that the publisher should recognize as likely to result in pecuniary loss to the other through the conduct of a third person in respect to the other\u2019s interests in the property.\u2019\u2009\u201d (<span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">Melaleuca, Inc., supra,<\/span>\u00a066 Cal.App.4th at pp. 1360\u20131361, original italics.)<\/span><\/p>\n<p><span class=\"SS_ListLabel\">\u2022<\/span><span class=\"SS_ListItemContent\">\u201cAccording to\u00a0section 629 of the Restatement Second of Torts\u00a0(1977), \u2018[a] statement is disparaging if it is understood to cast doubt upon the quality of another\u2019s land, chattels or intangible things, or upon the existence or extent of his property in them, and [\u00b6] (a) the publisher intends the statement to cast the doubt, or [\u00b6] (b) the recipient\u2019s understanding of it as casting the doubt was reasonable.\u2019\u2009\u201d (<span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">Hartford Casualty Ins. Co.<\/span>,\u00a0<span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">supra<\/span>, 59 Cal.4th at p. 288.)<\/span><\/p>\n<p><span class=\"SS_ListLabel\">\u2022<\/span><span class=\"SS_ListItemContent\">\u201cWhat distinguishes a claim of disparagement is that an injurious falsehood has been directed\u00a0<span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">specifically<\/span>\u00a0at the plaintiff\u2019s business or product, derogating that business or product and thereby causing that plaintiff special damages.\u201d (<span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">Hartford Casualty Ins. Co.<\/span>,\u00a0<span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">supra<\/span>, 59 Cal.4th at p. 294, original italics.)<\/span><\/p>\n<p><span class=\"SS_ListLabel\">\u2022<\/span><span class=\"SS_ListItemContent\">\u201cThe Restatement [2d Torts] view is that, like slander of title, what is commonly called \u2018trade libel\u2019 is a particular form of the tort of injurious falsehood and need not be in writing.\u201d (<span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">Polygram Records, Inc., supra<\/span>, 170 Cal.App.3d at p. 548.)<\/span><\/p>\n<p><span class=\"SS_ListLabel\">\u2022<\/span><span class=\"SS_ListItemContent\">\u201cWhile \u2026 general damages are presumed in a libel of a businessman, this is not so in action for trade libel. Dean Prosser has discussed the problems in such actions as follows: \u2018Injurious falsehood, or disparagement, then, may consist of the publication of matter derogatory to the plaintiff\u2019s title to his property, or its quality, or to his business in general,\u2009\u2026 The cause of action founded upon it resembles that for defamation, but differs from it materially in the greater burden of proof resting on the plaintiff, and the necessity for special damage in all cases.\u2009\u2026\u2009[The] plaintiff must prove in all cases that the publication has played a material and substantial part in inducing others not to deal with him, and that as a result he has suffered special damages.\u2009\u2026 Usually, \u2026 the damages claimed have consisted of loss of prospective contracts with the plaintiff\u2019s customers. Here the remedy has been so hedged about with limitations that its usefulness to the plaintiff has been seriously impaired. It is nearly always held that it is not enough to show a general decline in his business resulting from the falsehood, even where no other cause for it is apparent, and that it is only the loss of specific sales that can be recovered. This means, in the usual case, that the plaintiff must identify the particular purchasers who have refrained from dealing with him, and specify the transactions of which he claims to have been deprived.\u2019\u2009\u201d (<span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">Erlich, supra<\/span>, 224 Cal.App. 2d at pp. 73\u201374.)<\/span><\/p>\n<p><span class=\"SS_ListLabel\">\u2022<\/span><span class=\"SS_ListItemContent\">\u201cBecause the gravamen of the complaint is the allegation that respondents made false statements of fact that injured appellant\u2019s business, the \u2018limitations that define the\u00a0First Amendment\u2019s\u00a0zone of protection\u2019 are applicable. \u2018[It] is immaterial for\u00a0First Amendment\u00a0purposes whether the statement in question relates to the plaintiff himself or merely to his property\u2009\u2026\u2009.\u2019\u2009\u201d (<span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">Hofmann Co., supra<\/span>, 202 Cal.App.3d at p. 397, internal citation omitted.)<\/span><\/p>\n<p><span class=\"SS_ListLabel\">\u2022<\/span><span class=\"SS_ListItemContent\">\u201cIf respondents\u2019 statements about appellant are opinions, the cause of action for trade libel must of course fail. \u2018Under the\u00a0First Amendment\u00a0there is no such thing as a false idea. However pernicious an opinion may seem, we depend for its correction not on the conscience of judges and juries but on the competition of other ideas. But there is no constitutional value in false statements of fact.\u2019 Statements of fact can be true or false, but an opinion\u2014\u2018a view, judgment, or appraisal formed in the mind \u2026\u2009[a] belief stronger than impression and less strong than positive knowledge\u2019\u2014is the result of a mental process and not capable of proof in terms of truth or falsity.\u201d (<span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">Hofmann Co., supra<\/span>, 202 Cal.App.3d at p. 397, footnote and internal citation omitted.)<\/span><\/p>\n<p><span class=\"SS_ListLabel\">\u2022<\/span><span class=\"SS_ListItemContent\">\u201c[I]t is not absolutely necessary that the disparaging publication be intentionally designed to injure. If the statement was understood in its disparaging sense and if the understanding is a reasonable construction of the language used or the acts done by the publisher, it is not material that the publisher did not intend the disparaging statement to be so understood.\u201d (<span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">Nichols, supra<\/span>, 169 Cal.App.3d at p. 773.)<\/span><\/p>\n<p><span class=\"SS_ListLabel\">\u2022<\/span><span class=\"SS_ListItemContent\">\u201cDisparagement by \u2018reasonable implication\u2019 requires more than a statement that may conceivably or plausibly be construed as derogatory to a specific product or business. A \u2018reasonable implication\u2019 in this context means a clear or necessary inference.\u201d (<span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">Hartford Casualty Ins. Co.<\/span>,\u00a0<span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">supra<\/span>, 59 Cal.4th at p. 295, internal citations omitted.) <br class=\"avia-permanent-lb\" \/><br class=\"avia-permanent-lb\" \/><\/span><\/p>\n<hr \/>\n<\/div>\n<\/div>\n<h2 class=\"SS_Heading\"><span class=\"SS_bf\" data-housestyle=\"EMPHASIS_bf\"><span class=\"SS_ib\" data-housestyle=\"EMPHASIS_ib\">Secondary Sources<\/span><\/span><\/h2>\n<div>5 Witkin, Summary of California Law (11th ed. 2017) Torts, \u00a7\u00a7\u2009747\u2013750<\/div>\n<div>3 Levy et al.,\u00a0California Torts, Ch. 40,\u00a0<span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">Fraud and Deceit and Other Business Torts,<\/span>\u00a0\u00a7\u200940.70 et seq.\u00a0(Matthew Bender)<\/div>\n<div>30\u00a0California Forms of Pleading and Practice, Ch. 340,\u00a0<span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">Libel and Slander<\/span>, \u00a7\u2009340.103\u00a0(Matthew Bender)<\/div>\n<div>1\u00a0Matthew Bender Practice Guide: California Unfair Competition and Business Torts, Ch. 9,\u00a0<span class=\"SS_it\" data-housestyle=\"EMPHASIS_it\">Commercial Defamation<\/span>, 9.04<\/div>\n<div class=\"SS_Note\">\n<div id=\"TRNotes_n_3\"><\/div>\n<\/div>\n<\/div><\/section>\n<div  class='hr av-qlchs-508eeb46db911494bd6ef3c8979be8f6 hr-default  avia-builder-el-6  el_after_av_textblock  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lro6g-650cb81202d2256b196a4d98a7553798\">\n#top .av_textblock_section.av-lro6g-650cb81202d2256b196a4d98a7553798 .avia_textblock{\nfont-size:22px;\n}\n<\/style>\n<section  class='av_textblock_section av-lro6g-650cb81202d2256b196a4d98a7553798 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><a href=\"https:\/\/crowdsourcelawyers.com\/\">CrowdSourceLawyers.com<\/a><\/p>\n<\/div><\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":3,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-984","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - 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