The Federal Trade Commission (FTC), in collaboration with the Attorneys General of Utah and Nevada, has initiated a lawsuit against Lens.com Inc. for allegedly running a deceptive pricing scheme that misrepresents the cost of contact lenses. The complaint claims that Lens.com advertises artificially low prices but imposes substantial hidden fees, significantly increasing the final price consumers pay.

According to the joint complaint, Lens.com, owned by Cary Samourkachian and affiliated with Speed Commerce LLC, has been misleading consumers by advertising low prices in sponsored search ads and on its website. However, the actual prices at checkout are much higher due to mandatory “Taxes & fees” that are not clearly disclosed. This practice has reportedly cost consumers hundreds of millions of dollars.

FTC officials emphasized the importance of transparency in pricing, stating that millions of Americans depend on contact lenses for daily activities. The deceptive practices not only obscure the true cost but also hinder consumers from effectively comparing prices with competitors. The complaint details how Lens.com hides the “Taxes & fees” charge during the checkout process, making it difficult for consumers to see the total price before completing their purchase.

Additionally, the complaint highlights that Lens.com uses these deceptive pricing tactics to promote its “AutoRefill” subscription plan, which automatically charges consumers for recurring shipments without adequately disclosing the hidden fees. The FTC and the states allege that these practices violate multiple laws, including the FTC Act and various state consumer protection statutes.

The FTC's action reflects its commitment to protecting consumers from deceptive business practices that inflate healthcare costs. The case will be adjudicated in the U.S. District Court for the District of Nevada.