They aren't alleging a violation of FTC marketing guidelines, they're alleging a violation of California marketing guidance, which sets a higher (though still,

They aren't alleging a violation of FTC marketing guidelines, they're alleging a violation of California marketing guidance, which sets a higher (though still, as far as I can tell, optional) standard. Regardless, a company can still be culpable and held liable for wrongdoing even if they've dutifully followed "industry standards". I agree the lawsuit is unlikely to go anywhere. But many people said the same about the lawsuits against big tobacco. And even if the lawsuit is tossed at the very first opportunity the organization has called attention to some of the worst actors when it comes to plastic production. I'd call that a win. Either way it's the way our system slowly but sure gets the wheels of progress spinning.