Class action claims Oakley used fake discounts to mislead shoppers

Oakley class action lawsuit overview:

• Who: Plaintiff Jesse Cantu filed a class action lawsuit against Luxottica of America Inc.
• Why: Cantu claims Luxottica of America falsely advertises products sold on its Oakley website as being discounted.
• Where: The Oakley class action lawsuit was filed in California state court.

A new class action lawsuit accuses Luxottica of America Inc. of falsely advertising products sold on its Oakley website as being discounted.

Plaintiff Jesse Cantu claims Luxottica of America advertises fictitious regular prices and corresponding phantom discounts on products sold through its website, which he argues allows the company to fabricate a fake reference price and present an actual price as discounted when it is not.

“The reference price is, therefore, an artificially inflated price,” the Oakley class action lawsuit says. “In turn, the advertised discounts are nothing more than phantom markdowns.”

Cantu argues Luxottica of America’s alleged pricing and advertising practices are “patently deceptive” and intended to mislead customers into believing they are getting a bargain by buying products on sale and at a substantial and deep discount.

Cantu wants to represent a California class of consumers who purchased one or more of Luxottica of America’s products from the Oakley website while in California within the statute of limitations period at a purported discount from a higher reference price.

Cantu claims Luxottica of America is guilty of violating California’s False Advertising Law and the Consumers Legal Remedies Act.

Oakley class action: Luxottica of America ignored decades of federal guidance

Cantu claims Luxottica of America’s alleged pricing scheme is “deceptive” and intended to influence customer behavior by artificially inflating customer perceptions of a given item’s value and causing customers to spend money they otherwise would not have.

“Defendant had the opportunity to follow decades of significant industry guidance from the federal Government for its bargain advertising and comparative price advertising practices,” the Oakley class action lawsuit says.

Cantu demands a jury trial and requests declaratory and injunctive relief and an award of statutory and punitive damages for himself and all class members.

In a case involving similar fake discount allegations, a customer is suing Sunglass Hut for advertising inflated “reference prices” to create the illusion of significant discounts on its sunglasses website.

Do you believe Luxottica of America falsely advertises products sold on its Oakley website as being discounted? Let us know in the comments.

The plaintiff is represented by Scott J. Ferrell of Pacific Trial Attorneys APC.

The Oakley class action lawsuit is Cantu v. Luxottica of America Inc., Case No. 25STCV15816, in the Superior Court of the State of California, County of Los Angeles.

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