E. Alex Beroukhim

Alex Beroukhim, co-chair of the Consumer Products & Retail Industry Group, is a litigator whose practice focuses on complex litigation, including consumer class actions, products liability, and environmental litigation. Alex advises clients on price comparison advertising, including compliance with FTC guidelines and California law relating to former price advertisements, BOGO advertisements, and MSRP representations. His clients include national department stores, vitamin and mineral sellers, pharmaceutical companies, technology companies, energy companies, and aerospace companies.

Alex has disposed of many actions at the pleading stage and on summary judgment. He has also represented clients in high-stakes trials and arbitrations, achieving favorable outcomes. In a rare certified class action trial, he successfully defeated all claims against Puritan’s Pride, a Nestlé subsidiary, in a suit alleging false advertising and unfair competition concerning “Buy One Get One Free.” He also defended a national retailer in a multi-billion dollar false advertising action brought by the Los Angeles City Attorney which earned him the Daily Journal’s “Top Trial Verdicts” award.