In 2019, we reported that a Washington state consumer was suing Old Navy for advertising phony discounts from artificially high regular or original prices. [See complaint.] Now, lawyers announced they have reached a tentative settlement subject to court approval. No details of the settlement were released, but some type of payment to affected shoppers is likely, along with some guidelines on future advertising of discounts.
Lawyers for the consumer really prepared for this case by tracking millions of prices on the Old Navy website for two years, and found that those items virtually never sold for the stated full, regular price. Since most merchandise at Old Navy is their own brand, the company sets its own inflated list/regular/original price on their goods thus making their current sale prices seem like bigger bargains than they really are.
*MOUSE PRINT:
As an example from Old Navy’s website earlier this year, the crossed-out price of $34.99 allegedly was rarely if ever charged, so shoppers are being misled into believing that they will save over $22 on this item if purchased now.
We’ll post information in Consumer World on how to file a claim in the Old Navy when the settlement is finalized.
