Dolls Kill class action alleges fashion retailer sent misleading emails about sales

Dolls Kill class action lawsuit overview:

• Who: Plaintiff John Gay filed a class action lawsuit against Dolls Kill Inc.
• Why: Gay alleges Dolls Kill sent consumers unsolicited emails that contained false and misleading information about the duration of certain sales.
• Where: The Dolls Kill class action lawsuit was filed in California federal court.

A new class action lawsuit accuses fashion retailer Dolls Kill of sending unsolicited emails to consumers containing false and misleading information about the duration of certain sales.

Plaintiff John Gay’s class action lawsuit claims Dolls Kill uses “tricks and deceptive language” to influence consumer behavior, such as using the subject line of an email to disguise the true commercial purpose of the message.

“Dolls Kill frequently uses the subject line to disguise the true commercial purpose of the email and trick the recipient into opening it,” the Dolls Kill class action lawsuit says.

Gay argues, for example, that Dolls Kill sent an email on Dec. 1, 2025, with the subject line “FINAL HOUR 50% OFF EVERYTHING” that purported to represent a discount code would end in one hour, when in reality the code continued to function after the time expired.

“The supposed discount was still available after the final time period suggested by Dolls Kill expired,” the Dolls Kill class action lawsuit alleges.

Dolls Kill class action claims retailer violated Washington law

Gay wants to represent a class of Washington residents who received an email from or at the behest of Dolls Kill that contained a subject line that stated or implied that a particular promotion would be available for a specified period of time when the actual period for the sale was longer.

The Dolls Kill class action lawsuit alleges the retailer is guilty of violating Washington’s Commercial Electronic Mail Act and Consumer Protection Act.

Gay demands a jury trial and requests declaratory, equitable and/or injunctive relief and an award of statutory damages for himself and all class members.

Meanwhile, Cotton On USA was recently sued over allegations that it sent spam emails with subject lines designed to create a false sense of urgency.

What do you think of the claims made in this Dolls Kill class action lawsuit? Let us know in the comments.

The plaintiff is represented by Kevin J. Cole of KJC Law Group APC.

The Dolls Kill class action lawsuit is Gay v. Dolls Kill Inc., Case No. 3:25-cv-10482, in the U.S. District Court for the Northern District of California.

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