Class action: 'Dial Complete' deceptively claims it outperforms other soaps

By Michelle Keahey | Jun 22, 2011

Becnel Jr.

A class action has been filed against Dial Corp. claiming the company has a misleading marketing campaign over its product "Dial Complete."

Bridget Becnel Delivorias and Karen Finney, individually and on behalf of themselves and all others similarly situated, filed suit against The Dial Corp. on June 14 in federal court in New Orleans.

The lawsuit states that the marketing campaign for Dial Complete is deceptive by implying that it will completely protect the consumer from germs. The suit also claims the product is deceptively marketed by claims that Dial Complete's active ingredient Triclosan, enables it to outperform other soap products.

The defendant is accused of violation of the Louisiana Unfair Trade Practices and Consumer Protection Law, breach of contract, breach of express warranty, unjust enrichment, negligent design and failure to warn and redhibition.

The proposed class action will include all Louisiana residents who purchased Dial Complete products for personal or household use, within the statutory limitations.

The plaintiffs are asking for an award of restitution, disgorgement, actual, statutory and punitive damages, attorney's fees, court costs and interest.

The lawsuit was filed by Daniel E. Becnel Jr., Matthew B. Moreland and Salvadore Christina, Jr. of Becnel Law Firm in Reserve and LaPlace attorney Robert M. Becnel. A jury trial is requested.

U.S. District Judge Jay C. Zainey is assigned to the case.

Case No. 2:11-cv-01403

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