Béis class action lawsuits overview:
- Who: Three consumers have filed three separate class action lawsuits against Béis LLC.
- Why: The plaintiffs allege Béis sent consumers deceptive marketing emails with misleading subject lines and false time scarcity to influence purchasing behavior.
- Where: The Béis class action lawsuits were all filed in Washington state court.
A series of new class action lawsuits accuse travel gear retailer Béis LLC of violating consumer protection laws by sending deceptive commercial emails to Washington residents.
Plaintiff Lilli Huong alleges Béis sent an email on Nov. 30, 2025, with the subject line “Action required: fraud alert.” According to the complaint, the subject line was designed to mimic a security notification to induce panic, while the body of the email simply advertised a 30% off sale extension.
Plaintiff Kimberly Noble filed a similar suit regarding a Dec. 1, 2025, email with the same “Fraud alert” subject line.
Noble claims, however, the email body explicitly stated, “The fraud is us… sale now extended,” thus proving the company intentionally used a misleading subject line to trick recipients into opening a marketing message.
Meanwhile, plaintiff Melinda Mott alleges the use of “false time scarcity” and “dark patterns” with misleading deadlines and countdowns to create a false sense of urgency, pressuring consumers to act on discounts about to expire when they are actually remaining active.
Béis class actions allege violations of Washington’s CEMA
The class action lawsuits allege that Béis’ marketing tactics violate the Washington Commercial Electronic Mail Act (CEMA) and the Washington Consumer Protection Act (CPA).
The CEMA specifically prohibits the transmission of commercial emails to Washington residents that contain false or misleading information in the subject line.
The plaintiffs seek to represent classes of Washington residents who received similar deceptive emails from Béis.
They demand jury trials and request statutory damages of $500 per email, or actual damages, whichever is greater. The filings also seek treble damages, attorneys’ fees, and permanent injunctions to stop the allegedly deceptive marketing practices.
Recently, the shoe company Crocs was also hit with a class action for allegedly sending emails to Washington residents with misleading subject lines suggesting a limited-time offer that was not actually time-limited.
What do you think of these Béis marketing tactics? Let us know in the comments.
Lilli Huong is represented by Dovel & Luner, LLP. Kimberly Noble by Tousley Brain Stephens PLLC. and Melinda Mott by Strauss Borrelli PLLC.
The Béis class action lawsuits are Huong v. Béis LLC, Case No. 25-2-37931-1 SEA, in the Superior Court of the State of Washington, King County; Noble v. Béis LLC, Case No. 26-2-05533-1, in the Superior Court of the State of Washington, Pierce County; and Mott v. Béis LLC, Case No. 26-2-00036-32, in the Superior Court of the State of Washington, Spokane County.
Don’t Miss Out!
Check out our list of Class Action Lawsuits and Class Action Settlements you may qualify to join!
Read About More Class Action Lawsuits & Class Action Settlements:
One thought on Three Béis class actions allege travel brand sent emails with misleading subject lines
Add me