A2 Milk advertising claims under fire from rival Lion Group, page-130

I think you've put your finger on a valid point about the A2M court case against Lion that others seem to have missed.

Of course Lion's milk "naturally contains A2 protein" and I don't think this is what A2M is complaining about. I think media reports are giving a confusing version of what A2M is actually objecting to in its court proceedings.

Its complaint is specifically about consumer deception, and I'm sure the real issue is the fact that Lion's milk has been saying in huge lettering on its bottle labels "A2 Protein", which gives the impression the bottle contains "A2 Protein" rather than anything else. That wording is in far bigger type than the brand (Pura etc), and therefore it easily misleads consumers into thinking these bottles contain "A2 milk" and are from a2M rather than a competing company.

As I don't live in Australia I'm not totally familiar with the situation when these bottles are displayed on supermarket shelves, but from what I've seen in pictures on the Net this is the real problem. And I don't see how Lion can possibly argue its way out of it.

That's why it's mow trying to obfuscate by raising issues about A2M's own public claims about the benefits of A2 dairy. But interestingly, Lion does not seem to be challenging any of the science relating to A2 milk, as has been suggested in some media reports.. Or am I wrong on that?

And I don't think A2M is going to have any trouble proving to the court that consumers have been misled, which is the issue before it.

Consumers should not have to look at the fine print on the back of the bottle to discover that at least 40% of the contents are not A2. I would think a judge is hardly likely to hand down a ruling that consumers are silly to expect the labelling in big letters on the front of the bottle to give them are correct impression of what's inside.