Travis J. Tu is a partner in the firm's litigation department, where he practices general commercial litigation. Mr. Tu has worked extensively in the areas of intellectual property and false advertising, including numerous disputes in federal court under the Lanham Act and before the National Advertising Division of the Council of Better Business Bureaus. He also has been involved in more than 35 state court litigations involving claims of unfair competition, false advertising and consumer fraud. Mr. Tu has significant experience in the legal requirements for consumer perception surveys, copy tests, and empirical research on consumer purchasing behavior. His false advertising experience has earned him recognition in Chambers USA as an “Up and Coming” practitioner nationally in the area of Advertising Litigation.

In 2016, Mr. Tu was named to Benchmark Litigation’s inaugural “Under 40 Hot List”. The list recognizes “the achievements of the nation’s most accomplished legal partners” ages 40 and under.

Mr. Tu is the former Editor-in-Chief of the NYU Law Review and served as Law Clerk to the Hon. Sonia Sotomayor from 2003-2004 when she was a judge in the United States Court of Appeals for the Second Circuit.

Representative Matters

Secured a federal jury verdict for the world’s leading beverage company in a landmark advertising dispute over juice labeling. The U.S. Supreme Court had remanded the case for trial in 2014, holding that FDA regulations authorizing our client’s label did not bar the plaintiff’s suit. In 2016, a California federal jury returned a verdict in our client’s favor after a six-day trial and less than a day of deliberation.

Recently obtained dismissal of a consumer class action under NY and CA law disputing the advertised benefits of client’s leading anti-cavity mouthwash.

Successfully represented one of the nation’s largest animal welfare organizations before the NAD and NARB in a challenge to the organization’s charitable solicitations brought by local animal shelters.

Successfully represented a leading broadband internet provider in a preliminary injunction proceeding against its main competitor in the Tri-state area.

Represented one of the country’s top online travel companies in a Lanham Act suit over promotional savings claims for hotels.

Represent emerging cosmetics company in an appeal to the Federal Circuit in a case that tests whether competitors can enforce FDCA requirements under state law.

Defending a leading chocolate and confections company in a putative consumer class action challenging various statements on labels for gum, mints, and chocolate products.

Defending a leading beverage company in an MDL proceeding in which plaintiffs dispute the labeling and marketing for our client’s orange juice products.

Regularly represent one of the nation’s leading pharmaceutical and consumer products companies in actions before the NAD and television networks.

Provide ongoing advertising counseling to clients across a broad range of product categories, including foods and beverages, OTC pharmaceuticals, cosmetics, travel, home appliances, laundry care, beer, wine and spirits.


  • U.S. Supreme Court
  • U.S. Court of Appeals, Second Circuit; Federal Circuit
  • U.S. District Court, Southern and Eastern Districts of New York
  • New York