A new class action lawsuit alleges that precious metals retailer SD Bullion falsely advertised its products as the “lowest price.”
Plaintiff Robert Vickery filed the class action lawsuit against SD Bullion on July 28 in California federal court, alleging violations of federal and state consumer laws.
According to the lawsuit, SD Bullion falsely advertised that it offered the “lowest price” for its products. Vickery claims that this advertising misled consumers into paying more for coins than they would have if they had purchased them from other dealers.
Vickery alleges that he purchased gold coins from SD Bullion in May, relying on the company’s claim that it offered the “lowest price.” However, he later discovered that the same coins were available from a competitor for $102 less per coin, the class action lawsuit says.
The class action lawsuit alleges that SD Bullion’s claim was “literally false” and that it is impossible for any dealer to consistently offer the lowest prices given the fluctuating nature of the precious metals market.
Vickery says he...
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