People v. Overstock.Com, Inc.Annotate this Case
Overstock, an online retailer, compared the price at which it offered an item to an advertised reference price. Until 2007, it showed a “List Price” for the product, with the number stricken through; it then showed the price at which Overstock was offering the product. Overstock eventually changed the “List Price” label to “Compare.” A commercial from 2013 claimed: “We compare prices so you don’t have to." Overstock’s policies allowed the list price to be set by finding the highest price for which an item was sold in the marketplace. Overstock did not determine whether other Internet retailers had made any substantial sales at the comparison price. After the state began investigating potential claims against Overstock, the parties entered into an agreement tolling the statute of limitations as of March 2010. The trial court found Overstock had engaged in unfair business practices (Bus. & Prof. Code, 17200) and false advertising (section 17500), granted injunctive relief, and imposed $6,828,000 in civil penalties. The court of appeals affirmed, holding that the trial court properly applied the four-year limitations period of section 17208 and that there was sufficient evidence that Overstock made false and misleading statements, violating laws against unfair business practices and false advertising.