TALLAHASSEE, Florida: Florida's new attorney general, James Uthmeier, filed a federal lawsuit against Target this week, claiming the company misled investors by promoting diversity, equity, and inclusion (DEI) efforts.

Uthmeier argues these initiatives led to a backlash, hurt sales, and caused financial losses for shareholders.

Target had been known for supporting Black and LGBTQ+ rights, including launching Pride Month merchandise in 2023. However, this decision angered some shoppers and led to confrontations in stores.

The lawsuit, filed in Fort Myers, accuses Target of breaking the Securities Exchange Act by not informing investors of the risks tied to its DEI and Pride initiatives.

Uthmeier said companies that focus on "leftist ideology" instead of profits put the retirement savings of Florida's teachers and first responders at risk. He also promised to push for corporate reforms and promote an "America-first agenda."

Target has not commented on the lawsuit. In January, the company announced plans to end a program supporting Black employees, shoppers, and businesses. This initiative was introduced after the 2020 killing of George Floyd.

In recent years, conservative activists and politicians have criticized DEI policies, leading other major brands like Walmart to scale back similar programs.

Earlier this month, Missouri's attorney general also sued Starbucks, claiming its diversity policies discriminated against certain groups. Starbucks has denied these accusations.