California ‘Was/Now’ Pricing: Why Class Actions Are Spiking and How to Reduce Risk
February 20, 2026
California’s comparison pricing rules are not new. What is new is the accelerating wave of class action lawsuits targeting ecommerce brands over routine “Was/Now” and reference pricing practices. Over the past year, plaintiffs’ firms have significantly increased filings alleging that advertised “original” prices were not bona fide prevailing prices. These cases are increasingly directed at online retailers whose pricing histories are easy to track, archive, and analyze. …
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