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



Hunters Encouraged To Take Deer To Checking Stations This Saturday

The Tennessee Wildlife Resources Agency will be collecting deer biological data on the opening day of the deer rifle season this Saturday, at various locations across East Tennessee.  Data to be collected will include deer age estimates, antler measurements, and Chronic Wasting Disease (CWD) surveillance samples at select locations.  With the advent of Internet ... (click for more)

Chattanooga Parks Division Invites Families To Volunteer Day At Sterchi Farm Park This Saturday

The City of Chattanooga Parks Division is seeking volunteers for this Saturday’s Family Volunteer Day at Sterchi Farm Park and Trailhead. "This is an opportunity to have fun, meet new people, develop new skills and learn about stewardship, while protecting and enhancing Chattanooga’s special places," officials said. For this Saturday’s event, Chattanooga is joining a national ... (click for more)

Former Executive Assistant To Pilot Sales Director Recalls Being Interviewed By FBI While Nursing Her Baby On The Front Porch

The executive assistant to the vice president of sales at Pilot Flying J told a Chattanooga jury on Monday that she never expected to be interviewed by the FBI on the front porch of her Knoxville home, nursing a one-month-old and with her other two young children running around in the yard. Katy Bibee, who worked directly for an expected star witness for the prosecution, said ... (click for more)

Tony Williams, 26, Shot On Dodson Avenue Late Sunday Night

Tony Williams, 26, was shot late Sunday night on Dodson Avenue. Chattanooga Police responded at 11:50 p.m.,  to the 900 block of Dodson Avenue on a shooting.   Upon arrival, police located the victim who was suffering from a non-life threatening gunshot wound. HCEMS responded and transported the victim to a nearby hospital. The victim advised police that the ... (click for more)

Pollution For Profit?

Why should Chattanooga allow special interests to boost sediment pollution in our South Chickamauga Creek? To pad their profit margin and pass that cost on to city taxpayers? If your city council votes to reduce the storm water regulations – that is the result we can expect. Special interest homebuilders profit, but citizens pay.  More sediment pollution and paid for with ... (click for more)

Roy Exum: Two From Sandy

Down through the years I have delighted in sharing stories that come from my friend Sandy Pohfal in Texas. Seeing how Thanksgiving is almost here – day after tomorrow – I figure it’s about time to slow down and let warmth of this week prepare us to give thanks for both the good and bad – without the bad things we wouldn’t recognize the real blessings. The first story I am going ... (click for more)