Question: While we find the issue a close one, we find PepsiCo 's analogy to fraud somewhat more persuasive. While Section 43(a) claims contain elements of

While we find the issue a close one, we findPepsiCo's analogy to fraud somewhat more persuasive. While Section 43(a) claims contain elements of both fraud and injury to property, we think the "better fit" is to fraud claims. Section 43(a), by its express language, takes aim at "false or misleading representation[s] of fact, which ... misrepresent[] the nature, characteristics [or] qualities" of goods or services. 15 U.S.C. 1125(a);and seePPX Enterprises, Inc. v. Audiofidelity, Inc.,746 F.2d 120, 124 (2d Cir.1984)(Section 43(a) "created a new statutory tort of false representation of goods in commerce");Unlimited Screw,781 F.Supp. at 1126("although the Lanham Act addresses unfair competition generally, section 43(a) applies to fraudulent practices specifically"). Whilescienteris not a necessary element of a Section 43(a) claim, its presence is nevertheless relevant in assessing a claim's validity. At the least, "the degree to which a business intends to mislead the public will bear on how carefully it undertakes the deception and, therefore, the likelihood of its success."Mylan Labs,808 F.Supp. at 454.

For these reasons, we followPepsiCoand apply the six-year statute of limitations of CPLR 213(8). Accordingly, the only claims of G & B that are time-barred are those accruing before September 1987 that

1530

*1530is, G & B's claim for damages arising from publication of Barschall's 1986 article inPhysics Today

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