Does this company legally have to honor their marking of "Save $120"?

Question

An advertisement on the Cabelas website states "save $120". Then, when you click on the item it shows the reg price as $399.99 and sale price of $349.88, (not the $120 less that the original advertisement states). After calling, the first explanation I receive is that the "original price" of the item in 2003 was over $500, and that's where the "Save $120" comes from. The next explanation was that the "Reg price of $399.99" is a misprint and ... "We have the right to not honor a misprint". Now I'm waiting to call the corporate office tomorrow, but would like to know the legal parameters so I can speak intelligently with them. I'm of course hoping they will discount the "reg price" of $399 that they list by the $120 they advertise that I will save.... Thanks

Answer 1

Typically, ads aren't considered offers and aren't legally binding. There are exceptions to this in different states, so it's possible that your state may be one of them. It's also possible that if you get the right person on the phone and appeal to their public relations department that they might extend the savings to you. If they don't, you could allege that they are engaging in false advertising, but it would cost more than $120 to bring that type of suit so it probably wouldn't really make sense to do that.

Answer 2

As with many advertisers...there is usually a small print clause eliminating them from misprints.....but since this is web site...I think the laws may differ....it also could be they are misrepresenting the public for "hits" on their website....that is sometimes used to sell their business....I would contact the State Attorney Generals office....they love this type of misrepresentation.