It is official. Scent Lok has been found guilty of false advertising. This issue has been in the courts and media for several years now, but US District Court Judge Richard Kyle has finally made a ruling, in this case a “summary judgement”. Scott Bestul over at Whitetail 365 provides a great recap of the issue and the recent ruling…

The suit, first filed nearly three years ago, was brought against Scent Lok etal. by Minnesota hunters Mike Buetow, Gary Richard Stevenson Jr., Joe Rohrbach, Jeff Brosi, and Dennis Deeb. At issue were statements and graphics found in Scent Lok ads asserting that the carbon-impregnated clothing would “eliminate” human odor and allow a hunter to hunt “scent free.” The plaintiffs also took issue with Scent Lok claims that the clothing could be “reactivated” or “regenerated” in a household dryer. The plaintiffs alleged that these ads violated Minnesota’s Consumer Fraud Act, The Uniform Deceptive Trade Practices Act, and the Unlawful Trade Practices Act…

Though Judge Kyle sided slightly with Scent Lok on the “regeneration” issue, the rest of the news was not good for the clothing giant. “We felt the statements used by Scent Lok in their ads were clear and had only one meaning; that the product controlled all human odor, not just reduced some odor,” said Renae Steiner, an attorney representing the plaintiffs. “Expert witnesses proved that the product simply cannot work as it is advertised, and the judge agreed.”

Several years ago, when these claims were first made and this case went to court, a marketing director for Scent Lok’s parent company made these comments…

“We’ve done years of research … we have hundreds of testimonials from consumers over the years,” he said last week. “We know it works. And we’re excited about the opportunity to prove to the world once and for all how effective our product is.”

Added Andrews: “We have a written guarantee that says you’ll experience unalarmed wild animals downwind. You don’t build this kind of business on something that’s not true.”

Well it looks like Andrews was wrong on this one, or at least in the eyes of the court. So my question is, where does Scent Lok stand in the eyes of hunters these days? Will you purchase Scent Lok clothing in the future?

I personally don’t think I will. Or at least I won’t pay the current prices, as they are a bit ridiculous in my opinion. I don’t like the idea of a company making lofty promises to hunters that they can’t deliver on. I know many hunters shelled out big bucks to get Scent Lok gear, thinking that it would make a huge difference in their hunting success. Did the product deliver as much as it promised? It doesn’t look like it.

For more info about the ruling and the case against Scent Lok visit these links:

Whitetail 365: Scent Lok Found Guilty of False Advertising

Activated Carbon Science – A very detailed collection of information on the court case against Scent Lok and info about Activated Carbon Science

Suit Says Clothes Don’t Pass the Smell Test: Background info about the case