Native Deodorant Sheds ’72-Hour Odor Protection’ False-Ad Suit

A consumer didn’t adequately claim misleading conduct by Zenlen Inc., which does business as Native Cos., in how the company advertises its deodorants as clinically proven to provide 72-hour odor protection, a federal judge said Wednesday.

The US District Court for the Southern District of New York dismissed the proposed class action and said the plaintiff’s allegations were contradictory.

Consumer Ashton Hernandez alleged Native’s label statements that its deodorants have “clinically proven 72-hour odor protection” are false because the company never tested its products.

But the complaint failed to allege facts supporting that conclusion, Judge Denise L. Cote said.

Additionally, ...