Online contact lens retailer Lens.com is facing a new lawsuit alleging it deceives customers with misleadingly low prices. The lawsuit claims Lens.com hides surprise fees until the final checkout stage, significantly inflating the total cost.
Deceptive Pricing Tactics Alleged
Adam Nail, the plaintiff, filed the class action lawsuit against Lens.com in California federal court. He accuses the company of violating consumer protection laws by advertising unrealistically low prices for contact lenses.
The lawsuit alleges Lens.com uses online ads to lure customers with attractive prices. However, throughout the checkout process, hidden fees gradually increase the final cost. In some cases, these fees can add up to 80% of the advertised price.
Hidden Fees Inflate Final Cost
According to the lawsuit, Lens.com strategically hides these fees throughout the multi-step checkout process. Customers are only presented with the true price, including hidden fees, at the very last step, the “order summary” page.
Nail claims these “taxes and fees” are not transparently explained and consist primarily of a vaguely defined “processing fee.” There is reportedly no breakdown of the actual taxes or the reason for the processing fee amount. The lawsuit argues that these fees are excessive and not justified by any real cost incurred by Lens.com.
Plaintiff Shares Personal Experience
Nail alleges he was personally impacted by these hidden fees on multiple occasions. He cites instances where the advertised price for contact lenses increased significantly due to hidden fees at checkout. These fees turned a seemingly affordable purchase into a much more expensive transaction.
Industry Trend of Deceptive Pricing
The lawsuit highlights a concerning trend within the online retail space. Lens.com is not the only company accused of employing deceptive pricing tactics. Similar lawsuits have been filed against other businesses, including SiriusXM, BookTix, StubHub, and SportsEngine. These companies allegedly lure customers with low prices and then add surprise processing fees at checkout, making their products appear cheaper than they truly are.
Seeking Justice and Compensation
Nail seeks to represent all Lens.com customers nationwide who were misled by the company’s deceptive pricing practices. The lawsuit demands compensation, including a percentage of the purchase price for all affected customers. Additionally, the lawsuit seeks punitive and treble damages from Lens.com to deter future deceptive practices.
The case, titled Nail v. Lens.com Inc. (Case Number 2:24-cv-01149-JAD-EJY), is currently being heard in the U.S. District Court for the Central District of California. The plaintiff is represented by legal firms Boies Schiller Flexner LLP and Thorpe North & Western LLP.