Seal Skin Advertises False Discounts Online, Class Action Lawsuit Claims

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A proposed class action lawsuit alleges that Seal Skin advertises false discounts on car, boat and motorcycle covers available on its website, as the products have never been sold at the advertised reference prices.

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The 35-page class action lawsuit accuses Seal Skin of utilizing a “massive and consistent” false discount advertising scheme on products listed on SealSkinCovers.com. The case contends that products on the Seal Skin website are advertised with a purported strikethrough “original” price that misleads consumers into believing they are getting a special, limited-time deal, even though the items are allegedly never offered at the purported original price.  

“Seal Skin’s false discount advertising is so pervasive across all of its products and all of its advertising that it is apparent that the heart of Seal Skin’s marketing plan is to deceive the public,” the lawsuit charges.

The case says that an investigation by the plaintiff’s counsel using the Internet Archive’s Wayback Machine revealed that Seal Skin offers a perpetual 40-percent to 55-percent discount on products from its online store. Per the lawsuit, Seal Skin’s website has advertised the purported sale since at least August 2020.

“For every single product that Seal Skin advertises with a discount, Seal Skin has never – not even for a single day – offered the product at the list price without a discount,” the case summarizes.

According to the filing, Seal Skin’s practice of advertising “fictitious” discounts artificially stimulates demand based on “false pretenses” and tricks consumers into believing a product’s actual value is higher than it is. Per the suit, the plaintiffs purchased Seal Skin covers with a reasonable belief that the advertised discount was legitimate.

The Seal Skin false advertising class action lawsuit seeks to cover all California residents who, within the applicable statute of limitations period, purchased one or more products advertised at a discount on Seal Skin’s website.

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