Judge Says Scent-Lok Guilty of False Advertising

Thursday, May 20, 2010 - by Richard Simms

If you are a hunter, or have ever seen a hunting show on TV, you've probably seen the ads. Perhaps you've purchased their products.

Scent-Lok Technology has been around since 1992 and according to its website, "has proven to be the breakthrough that successful hunters need." By claiming to eliminate human scent... the greatest weakness of man in his efforts to pursue whitetail deer... the company says it makes "gear that gets hunters close to big game undetected."

However in September 2007 five Minnesota hunters filed a lawsuit against ALS Enterprises, the manufacturer of Scent-Lok products, and some of its retail partners, claiming their odor controlling clothing failed to perform as advertised.

Last week, in the United States District Court in Minnesota, Judge Richard Kyle ruled that ALS had falsely claimed that its products were based on "odor eliminating technology" or were "odor eliminating clothing." The word "eliminate" was key in the judge's decision. Kyle ruled that the word meant a complete removal" -- claims that were false and misleading beyond any test of reasonableness.

Kyle's ruling also says that Cabela's and Gander Mountain -- both of which sell Scent Lok and their own private-label clothing -- are also guilty of deceptive advertising.

In a response posted on its web page, Scent-Lok says it will appeal the ruling, saying, "On a narrow legal issue, the court determined that the word “eliminate” in some of Scent-Lok’s advertisements could only mean eliminate 100% of odor, and therefore some of these advertisements were false.

"ALS respectfully disagrees with the court’s ruling that “odor eliminate” can only mean 100% elimination. There are many products on the market advertised as “eliminating” some condition and people understand that they do not eliminate the condition 100%. A search of the term “eliminate odor” produced over 1.9 million references to the term. A search of “odor eliminator” produced 281,000 results."

"Scent-Lok Technologies stands by its products and their ability to dramatically reduce human odor levels in the field to help hunters get close to game. Our extremely low return rate for odor issues suggest that our engineering is sound and our tests provide correlation to field success. That is why Scent-Lok offers an unconditional satisfaction guarantee."

Chattanoogan.com Outdoors has requested comment from Cabelas, one of Scent-lok's retail partners, on the ruling


The Fighting McCooks: The First Family Of The American Military

Chickamauga and Chattanooga National Military Park will present a special 60-minute program at Chickamauga Battlefield on Saturday, May 6, at 2 p.m., delving into two of the battle’s commanders and one of the war’s most prominent families. Visitors will meet at the Chickamauga Battlefield Visitor Center, then caravan to the site of Jay’s Mill, where they will participate in ... (click for more)

Alexander: Smokies’ Missing Link Is “So Picturesque, It Is Worth The 75-Year Wait”

Senator Lamar Alexander on Thursday said at the groundbreaking ceremony for the final project to complete the "missing link" of the Foothills Parkway, "if you want to see the Smokies, you’ll drive the Foothills Parkway because it’s the only road that gives you such a spectacular view of the highest mountains in the eastern United States. ... (click for more)

Hamilton County Schools On 2-Hour Monday Delay Due To Weekend Storms

Due to this weekend’s storms and heavy rain that lead to numerous power outages and road closures, Hamilton County schools will be on a two-hour delay on  Monday . This will allow buses to operate during daylight hours to avoid debris in roadways. School-age childcare will open at the regular time. (click for more)

Angela Faye Parker, 50, Arrested In Stabbing On Glass Street

Angela Faye Parker, 50, was arrested early Sunday morning after stabbing another female. Chattanooga Police responded to 2302 Glass Street at 12:15 a.m. to an assault. The victim and Ms. Parker were both patrons of the Pay-Pay Lounge.   The victim advised that she was physically attacked and maced by Ms. Parker in the restroom. Upon arriving home for the evening, ... (click for more)

No Tax-Supported Entity Should Get Secrecy In Spending

A shadowy situation has emerged in Chattanooga with an organization that manages millions of taxpayer dollars with no transparency and such a surprising disregard for accountability that one wonders what it would take to wake up elected officials who are supposedly in charge. Welcome to the Chattanooga Area Convention and Visitors Bureau, whose lawyer threatened to sue the ... (click for more)

Roy Exum: A Genius Comes This Way

They claim that about 50 years ago there was this special night at the Tivoli Theater. The “Jewel of the South” had been sold out for weeks and about 45 minutes before Louis Armstrong, or whoever, was to appear, incomparable John Robere had pulled out all the stops on “The Mighty Wurlitzer” and the excitement was keen. This tuxedoed dandy – he was even wearing spats – escorted his ... (click for more)