Self Care's case on costs
50 Self Care submits that its first offer, of 11 December 2017, was an offer of a genuine compromise and that the terms of the offer were more favourable than the outcome achieved by Allergan at trial. It says that Allergan's failure to accept the offer was unreasonable.
51 Self Care's first offer made only a minor concession with regard to the efficacy statements about the Night product - being the changes from "proven" to "shown" and the "skin's structure" to the "skin's structural appearance". Those changes can hardly be characterised as making any ground-breaking concession. Moreover, acceptance of the offer would not have resulted in Self Care not maintaining its use of the statement which was ultimately found to be misleading. The offer also did not address statements that were ultimately removed from contention as a consequence of the undertakings subsequently given by Self Care.
52 In those circumstances, I do not consider that Allergan's refusal of the offer was imprudent or unreasonable.
53 Self Care submits that the terms of its second offer were also more favourable than the outcome achieved by the applicants at trial for much the same reasons as in respect of the first offer. The second offer did however go significantly further in respect of the statements that it took out of contention. Self Care points out that by the stage of the second offer the proceedings had been on foot for some 14 months, and submits that there is no sensible basis on which Allergan could assert that it was not familiar with the scope of the dispute or unable to properly consider its prospects of success or the commercial sense of the offer.
54 Allergan submits that it was not unreasonable or imprudent of it to refuse the offer. That is on the bases that: Self Care's evidence had not been filed; the offer not to use a capital "B" and instead use a lowercase "b" was not significant which was ultimately confirmed in the first judgment (at [236]); the offer to cease making certain statements was made as a confidential settlement unlike the public nature of the undertakings that were ultimately given; the offer was silent as to the Inhibox, Boost and Eraser products; and, the offer to accept 80% of its costs did not represent a serious compromise and was not quantified even when quantification was sought.
55 In my view it is difficult to conclude that Allergan would have been in a better position had it accepted the second offer than the position that it was ultimately in following the trial. That is because of the role played by the undertakings given by Self Care. I accept that those undertakings were given without admission as a consequence of which they cannot be treated as a victory at trial for Allergan, but neither can they be treated as if they had formed part of the second offer or as a victory for Self Care. The undertakings nevertheless play an important role in an assessment of whether in reality the judgment that was obtained by Allergan was less favourable than the terms of the offer. The offer did not include withdrawal of the statements that were later the subject of the undertakings, so the position under the offer and the position in the judgment are not directly comparable. To the extent that Allergan's respective positions after the notional acceptance of the offer and after judgment are to be compared, it is better off after the judgment than it would have been after acceptance of the offer because of the undertakings made by Self Care in the interim.
56 In these circumstances, it cannot be concluded that Allergan was unreasonable or imprudent in rejecting the offer.
57 In my view, it follows that neither basis for Self Care seeking indemnity costs succeeds.
58 Self Care submits that in the alternative to reliance on the offers to settle, it is entitled to its costs on an indemnity basis in so far as such costs were incurred in relation to proving the matters subject to the notice to admit facts served by it on 7 March 2019. It will be recalled that the notice to admit facts related broadly to two propositions: that Self Care's various products were effective to reduce the appearance of wrinkles and that its various products were effective to reduce the appearance of wrinkles to the extent identified in the various studies. Those facts were disputed by way a formal notice by Allergan.
59 Ultimately, save in respect of the one misleading statement on which it succeeded, Allergan failed to discharge the onus to prove that Self Care did not have reasonable grounds for making the efficacy representations: first judgment at [577]. Self Care submits that the result of Allergan disputing the facts which it was asked to admit was that they had to be proved, which involved significant costs.
60 Allergan submits that the admissions that were sought from it were not matters pleaded against Self Care and were accordingly not issues in dispute properly the subject of a notice to admit. Allergan draws attention to the statement in the first judgment (at [490]) that "Allergan does not assert that Self Care's products are not effective to reduce the appearance of wrinkles". Allergan also points out that the notice to admit was served after lay and expert evidence was filed with the result that even if the facts should have been admitted at that stage there would have been little cost saving.
61 It seems to me that although it was not pertinently in dispute that Self Care's products were effective in reducing the appearance of wrinkles - the principal dispute in that respect being whether they were effective in the same way or by the same mechanism as Botox is effective, the studies that form the subject of the notice to admit were disputed by Allergan. That is reflected in the primary judgment (at [541]-[576]) where I identified and dealt with the arguments advanced by Allergan against a conclusion that the studies relied on by Self Care amounted to "reasonable grounds" for the efficacy representations. Those arguments focused on why the studies could not be relied on. Thus, Allergan specifically challenged that element of the notice to admit that Self Care had sought to remove from contention, namely that the various products were effective to reduce the appearance of wrinkles to the extent identified in the various studies.
62 In the result, there is a significant degree to which what was sought to be removed from contention by the notice to admit and which was disputed by Allergan was relevant to the proceeding and required time and expense to prove. It is more difficult to quantify the extent of time and expense that would have been saved had the notice to admit not been disputed. That is particularly so given that the notice to admit post-dated service of evidence and expert reports. Mr Fairbairn says the following in that regard in his first affidavit (at [56]):
I estimate Self Care's costs in proving [the facts that are the subject of the notice to admit] to be at least $142,000 (being $79,595.51 in professional fees and $62,257.50 in disbursements) (Notice Costs). This figure comprises all expert fees following 21 March 2019, as well as all Counsel and MinterEllison fees after 21 March 2019 that related to expert evidence (including all fees associated with the expert conferral process, conferences with the expert Mr Richard Williams and those costs incurred on day 5 and half of a 6 of the hearing).
63 For reasons that I will come to, I prefer not to deal with the costs at this stage in dollar amounts. Rather, I propose to make an assessment as to the proportion of its costs that Self Care is entitled to leaving the quantification of that to be dealt with in due course. In my assessment the costs relating to proof of the studies and hence "reasonable grounds" following the notice to admit amount to about 5% of the costs overall. That is confirmed by taking the figure of $142,000 deposed to by Mr Fairbairn as a proportion of Self Care's total costs in the proceeding, also deposed to by him (at [41(a)] of his first affidavit), as $2,365,674.95. That amounts to 6%.
64 Rule 22.03 of the Rules provides that if a party serves a notice of dispute, as Allergan did, and the truth of any fact disputed in the notice is proved, the party that served the notice of dispute must pay the costs of proving the truth of the fact. Those costs are ordinarily party/party costs. However, as submitted by Self Care, a failure to answer a notice to admit facts is a matter relevant to the determination of costs, including costs on an indemnity basis in an appropriate case: Polygram Records Inc v Raben Footwear Pty Ltd [1996] AIPC 91-284; 140 ALR 617.
65 In that case the party that disputed the relevant facts chose not to lead any evidence in support of that dispute, but rather only to cross-examine the other party's expert. Foster J (at 619) characterised the question that had to be decided as being whether that approach of only cross-examining the expert, and not calling any evidence countervailing her evidence, should be stigmatised as simply a tactical device which was necessarily engaged in at the risk of an award of costs on an indemnity basis if it failed. Ultimately, his Honour concluded that it was a tactical device and on that basis ordered the costs of proof on an indemnity basis.
66 The circumstances of the present case are quite different. Allergan relied on the expert evidence of Dr Haley. Ultimately, for the most part I found Dr Haley's criticisms of the various reports unpersuasive. That is, however, not a proper ground for ordering costs on an indemnity basis. There is nothing to suggest that Allergan's approach on these questions was other than genuine, albeit ultimately unsuccessful.
67 As will be seen, Self Care will in any event be awarded the bulk of the costs of the proceeding. The costs of proving the facts that were the subject of the notice to admit are included in those costs. As there is no basis to order those costs on an indemnity basis, no further or separate treatment of those costs is required.