Bestul: Injuction Forces Scent-Lok to Change Advertising Claims

Unless you're new to this space, you probably know about the summary judgement against ALS Enterprises, makers of Scent-Lok clothing. We were among the first to report on U.S. District Court Judge Richard's Kyle's decision that found Scent-Lok liable for false advertising in mid-May. In the weeks since, there have been a wide range of reactions to the decision, as well as two fundamental questions: What does the decision mean? And what's next?

To that end, we'll be compiling and dispersing information pertinent to the Scent-Lok case as we become aware of it. This first installment covers the recently-released injunction that governs Scent-Lok advertising in the wake of the decision. To read the full injunction in PDF form, click here.

Basically it boils down to this: Scent-Lok, Cabela's, and Gander Mountain have until July 30, 2010, to remove the words "odor-eliminating technology" from any form of advertising used in Minnesota. Also, any ad claiming that their products can make a hunter "scent free," or that regenerating their product in a home dryer can restore it to "pristine" or "like new" condition, must be replaced. With a class-action suit pending from hunters in seven other states, Scent-Lok has plenty on its plate, but Job One appears to be getting out the erasers. -Scott Bestul