Contact Lens King class action overview:
- Who: Plaintiff Tammy Searle filed a class action lawsuit against Contact Lens King Inc.
- Why: Searle claims Contact Lens King misleads consumers by using a deceptive business practice known as “drip pricing.”
- Where: The class action lawsuit was filed in New York federal court.
A new class action lawsuit claims Contact Lens King misleads consumers by using a deceptive business practice known as “drip pricing.”
Plaintiff Tammy Searle argues Contact Lens King advertises a lower price for its products only to add hidden “junk fees” to the total price just before a consumer completes their transaction.
Searle claims the practice is a form of dishonest bait-and-switch advertising that is prohibited by New York, California and federal consumer protection law.
“Contact Lens King does just what the law prohibits,” the Contact Lens King class action lawsuit says. “The price it advertises up front is not a price any consumer can pay.”
Contact Lens King’s alleged ‘drip pricing’ practices harm consumers
Searle wants to represent a nationwide class of consumers who were charged “processing fees” by Contact Lens King and a California subclass of consumers who were charged the same fees.
Searle argues she was charged a $42.16 processing fee that Contact Lens King did not specify what services were covered by the fee.
“Contact Lens King required Ms. Searle to pay $42.16 in ‘Processing Fees’ over and above the price it advertised to her,” the Contact Lens King class action lawsuit says.
Searle claims Contact Lens King is guilty of unjust enrichment and of violating California’s Consumers Legal Remedies Act, False Advertising Law and Unfair Competition Law and New York’s General Business Law.
The plaintiff demands a jury trial and requests declaratory and injunctive relief and an award of actual, compensatory, statutory and treble or punitive damages for herself and all class members.
Earlier, digital parking marketplace SpotHero faced a similar class action lawsuit accusing the company of using drip pricing to sell parking reservations.
Have you ever purchased contact lenses from Contact Lens King? Let us know in the comments.
The plaintiff is represented by Lynn A. Toops of Cohen Malad LLP, Gerard J. Stranch IV and Michael C. Tackeff of Stranch Jennings & Garvey PLLC and Samuel J. Strauss and Raina C. Borrelli of Strauss Borrelli PLLC.
The Contact Lens King class action lawsuit is Searle v. Contact Lens King Inc., Case No. 8:25-cv-01211, in the U.S. District Court for the Northern District of New York.
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