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


Tellico Wild: A Weekend Of Wilderness In The Cherokee National Forest

Tennessee Wild is hosting a weekend of free outdoor activities to celebrate the 50th anniversary of The Wilderness Act of 1964, and to support protecting special forest places while promoting the Tellico Region and Cherokee National Forest as the ideal destination for outdoor recreation in the southeast.   Come learn more about a key effort to protect special places in ... (click for more)

Lee Hosts National Fishing Tournament Aug. 5-9

Lee University’s Campus Recreation and the Lee University Anglers Fishing Club, in partnership with Southern Brothers Anglers, Bendabout Farms and Pryor Lake, will host the 106th American Casting Association North America National Championship Tournament Aug. 5-9 in Cleveland. “We are honored to host this prestigious and historical event for the first time in the Southeast,” ... (click for more)

House Approves Expansion Of Chattanooga Veterans Affairs Clinic

The House of Representatives passed legislation Wednesday to authorize funding for a new lease and expanded Veterans Affairs clinic in Chattanooga. This veterans’ package has been approved by the House and Senate Conference Committee.  Rep. Chuck Fleischmann said, “I am proud to announce the legislation passed this afternoon will fund a new lease for a multi-specialty ... (click for more)

Cleveland City Council To Hold Special Meeting On Naming New City Judge

The Cleveland City Council will hold a special called meeting next Monday to consider an interim appointment of a city judge. It will be at 11:45 a.m. at the City Council’s regular meeting place in the Cleveland Municipal Building, 190 Church Street, NE. The council will also establish the process for application for city judge. Longtime City Judge Bill Moss died July ... (click for more)

Curtis Adams: Beck, Mackey Should Be Considered For County Commission Leadership

Just think about this;  a person highly qualified applying for a job.  As he is just about finished filling out his papers for his interview, he sees at the bottom there is a place for him to check Democrat or Republican.  He would think, “if I mark the wrong one I may not get the job.” Being a real leader requires honesty, integrity, and, most importantly, fairness. ... (click for more)

Roy Exum: Mark’s 50th Anniversary Toast

In the new book that celebrates the first 50 years of baseball’s Southern League, its splendid author Mark McCarter recalls that very early in his career as a sports writer, he was riding with his boss somewhere and mentioned that if the legendary Allan Morris ever needed help covering the Chattanooga Lookouts that he’d love to help. Today, as he looks back, he ruefully adds, “I ... (click for more)