FTC Sues Lens.com Over Hidden Fees That Doubled Contact Lens Prices
Federal regulators allege Lens.com concealed bogus charges in search ads and on its site, often doubling the advertised price of contact lenses.
The Federal Trade Commission, joined by attorneys general from Utah and Nevada, filed suit against online contact lens retailer Lens.com Inc., accusing the company of running a long-running deceptive pricing scheme that misled consumers about the true cost of its products.
According to the complaint, Lens.com displayed artificially low prices in search advertisements and on its website, then applied what regulators describe as bogus "taxes & fees" charges at checkout — fees that in many cases effectively doubled what shoppers ultimately paid. The FTC and state partners allege this practice constitutes an unlawful misrepresentation of price under consumer protection law.
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The lawsuit targets conduct the agencies characterize as systematic, not incidental. Regulators contend consumers searching for competitive contact lens prices were drawn in by deceptively low figures, only to face sharply higher totals before completing a purchase — a practice often referred to as "drip pricing" in consumer protection enforcement circles.
The action reflects growing regulatory focus on hidden fees across retail and service industries. The FTC has increasingly pursued businesses that obscure total costs through add-on charges disclosed only late in the purchase process, arguing such tactics undermine price competition and harm consumers.
The Utah and Nevada attorneys general co-signed the federal complaint, signaling coordinated state-federal enforcement. No settlement terms were announced at the time of filing. Continue reading at Press Release Feed.
