SD Bullion class action claims company falsely advertises its prices

SD Bullion class action lawsuit overview:

• Who: Plaintiff Robert Vickery filed a class action lawsuit against SD Bullion Inc., Smart Silver Stacker, Silver Dragons, Yankee Stacking and Silver Seeker.
• Why: Vickery alleges SD Bullion falsely advertised its precious metals coins as having the “lowest price.”
• Where: The SD Bullion class action lawsuit was filed in California federal court.

A new class action lawsuit alleges that precious metals retailer SD Bullion falsely advertised its products as the “lowest price.”

Plaintiff Robert Vickery filed the class action lawsuit against SD Bullion on July 28 in California federal court, alleging violations of federal and state consumer laws.

According to the lawsuit, SD Bullion falsely advertised that it offered the “lowest price” for its products. Vickery claims that this advertising misled consumers into paying more for coins than they would have if they had purchased them from other dealers.

Vickery alleges that he purchased gold coins from SD Bullion in May, relying on the company’s claim that it offered the “lowest price.” However, he later discovered that the same coins were available from a competitor for $102 less per coin, the class action lawsuit says.

SD Bullion false advertising claim was ‘literally false,’ lawsuit alleges

The class action lawsuit alleges that SD Bullion’s claim was “literally false” and that it is impossible for any dealer to consistently offer the lowest prices given the fluctuating nature of the precious metals market.

Vickery says he would not have purchased the coins from SD Bullion, or would have negotiated a lower price, had he known the company’s claim was false.

The lawsuit seeks to represent a nationwide and California class of consumers who purchased coins from SD Bullion after May 18, 2018. The class action lawsuit seeks damages, restitution and injunctive relief for the alleged SD Bullion false advertising.

Vickery is suing for violations of the Lanham Act, California’s Unfair Competition Law and False Advertising Law, among other claims. The lawsuit alleges that SD Bullion, along with several YouTube channels that promoted the company’s products, knowingly misled consumers.

Meanwhile, Meta is currently facing a lawsuit accusing the platform of allowing scammers to use its advertising tools to target victims with ads for supposed investment clubs associated with celebrities, well-known investors and advisory firms.

What do you think of the claims made in this SD Bullion false advertising class action lawsuit? Let us know in the comments.

The plaintiff is represented by Duane A. Admire of Admire & Associates.

The SD Bullion class action lawsuit is Vickery v. SD Bullion Inc., et al., Case No. 3:25-cv-01915, in the U.S. District Court for the Southern District of California.

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