John Benford (Partner-Orlando, FL) obtained a favorable verdict in a Lanham Act false advertising case for less than 7 percent of demand after a one-week trial in the U.S. District Court, Southern District of Florida. Wilson Elser was retained by a timeshare exit company only four months before trial to defend a lawsuit brought by a large national timeshare developer alleging, among other things, false advertising under the Lanham Act, deceptive and unfair trade practices, and tortious interference. Prior to Wilson Elser being retained, the court granted partial summary judgment in favor of the plaintiff developer, finding that the client had engaged in deceptive and unfair trade practices, and granted injunctive relief against the client. Shortly after John entered the litigation, the timeshare developer withdrew its claims for approximately $8 million in legal damages, which prevented the case from being tried by a jury (the client’s preference). Accordingly, the case proceeded to a nonjury trial on the remaining approximately $1.6 million in Lanham Act disgorgement damages (equitable relief), which the developer was seeking. At trial, John presented evidence of the developer’s deceptive practices, which was highly relevant to the issue of equitable relief. As a result, the court awarded the developer only $100,000 of the approximately $1.6 million it demanded, less than 7 percent of what the developer demanded at trial.