Carvalho v. HP, Inc.

District Court, N.D. California·Decided June 24, 2022·No. 5:21-cv-08015·Unknown

Opinion

RODNEY CARVALHO, et al., Case No. 21-cv-08015-BLF

Plaintiffs, ORDER GRANTING IN PART AND v. DENYING IN PART MOTION TO DISMISS [Re: ECF No. 19] Defendant.

In this case, Plaintiffs Rodney Carvalho and Mark Maher challenge the manner in which Defendant HP Inc. advertises products on its website. Plaintiffs allege that HP displays false and inflated reference or “strikethrough” prices for its products that it then offers to consumers at a purported “discount price.” HP allegedly markets its products this way to create the impression that consumers are saving money when in fact HP never sells its products at the higher strikethrough prices. Plaintiffs seek to represent classes of individuals who purchased purportedly discounted products on HP’s website in the last five years. Now before the Court is HP’s motion to dismiss the First Amended Complaint under Federal Rules of Civil Procedure 9(b) and 12(b)(6). See ECF No. 19 (“MTD”); see also ECF No. 29 (“Reply”). Plaintiffs oppose the motion. ECF No. 22 (“Opp.”). The Court held a hearing on the motion on May 26, 2022. ECF No. 39. For the following reasons, HP’s motion to dismiss is As alleged in the First Amended Complaint and accepted as true for the purposes of this motion, Defendant HP Inc. is a technology company that sells computers and related peripheral No. 18 (“FAC”) ¶¶ 1, 15, 20. Plaintiffs allege that HP creates an illusion of savings on its website by advertising false reference prices and discounts based on those prices. FAC ¶ 23. For any given product, HP’s website displays a price in strikethrough typeface (i.e., $999.99) that Plaintiffs characterize as a “reference price” but the Court will call a “strikethrough price” in this Order. Id. ¶ 24. At the bottom of each page, HP includes a section entitled “Disclaimer +”). ECF No. 19-1, Ex. A (“HP RJN”)1, ECF No. 22-1 (“Rozenblatt Decl.”) Ex. 2. Clicking on the “+” expands the Disclaimer section. Rozenblatt Decl. Exs. 2–3. One of the disclaimers makes clear that the strikethrough price is a Manufacturer’s Suggested Retail Price (“MSRP”). It states:

HP’s MSRP is subject to discount. HP’s MSRP price is shown as either a stand-alone price or as a strikethrough price with a discounted or promotional price also listed. Discounted or promotional pricing is indicated by the presence of an additional higher MSRP strikethrough price. See HP RJN. No asterisk or other indication of a disclaimer appears next to the strikethrough prices. Rozenblatt Decl. Ex. 1. Near the strikethrough price and typically in a larger and bolder font, HP advertises a “sale price,” the price at which the product is currently offered for sale. Id. ¶ 25. Throughout its website, HP also advertises discounts of savings using words such as “Save,” “You’ll Save,” and “You Saved.” Id. ¶ 26. As a customer goes through the purchasing process and after their order, HP displays many of these same representations that the customer has saved money. Id. ¶¶ 28–31. Plaintiffs allege that approximately 35% of the products HP sells on its website are sold in this manner. Id. ¶ 32. In general, however, the savings HP advertises on its website do not represent the actual savings that customers receive because the strikethrough prices do not represent the actual prices at which computers were sold or offered for sale for a reasonably substantial period of time. FAC ¶ 32. For example, on March 27, 2021, HP advertised its HP ENVY laptop for sale at $799.99 1 HP’s request for judicial notice is GRANTED because the exhibit—a screenshot of a product page on HP’s website—contains “information posted on certain . . . web pages that Plaintiffs and represented to customers that they were saving $150 from the strikethrough price of $949.99. Id. ¶ 34. But Plaintiffs allege that in the months that followed, HP rarely, if ever, sold the ENVY laptop at a price of $949.99. Id. ¶ 35. HP engages in similar pricing practices for other products, including products other than computers. Id. ¶¶ 36–37 (charts showing prices of other products over multiple months). Plaintiffs allege that they have no way of determining if the prices HP advertises as strikethrough prices are in fact prices at which HP ever sells its products. Id. ¶ 50. Additionally, according to Plaintiffs, HP falsely advertises that the discounts are available only for a limited time when in fact those discounts continue beyond their advertised expiration date. FAC ¶ 38. For example, HP advertises “Weekly Deals,” but those deals in fact last longer than one week and in some cases don’t end for months. Id. ¶¶ 40–42. HP also advertises similar sales, such as a “Memorial Day Special” and “Flash Sales”. Id. ¶¶ 43–47. This practice induces consumers to make purchases they otherwise may not have made due to a false sense of urgency in obtaining a lower price. Id. ¶ 38. On September 7, 2021, Plaintiff Rodney Carvalho purchased from HP’s website an HP All-in-One 24-dp1056qe PC and HP X3000 G2 Wireless Mouse. FAC ¶ 52. The All-in-One PC was advertised as being on sale for $899.99 from a strikethrough price of $999.99, which HP represented was a savings of $100. Id. ¶ 53. HP also advertised an additional 5% savings with a coupon code for a Labor Day sale. Id. Carvalho added the All-in-One PC to his cart and was then told that he could purchase the G2 Mouse for $11.99, $5.00 off the strikethrough price of $16.99. Id. ¶¶ 54–55. He added the G2 Mouse to his cart. Id. In his shopping cart, HP stated that “YOU SAVED $105.00 ON YOUR ORDER.” Id. ¶ 57. Carvalho typed in the coupon code and received an additional 5% for the Labor Day sale. Id. ¶ 58. Two further checkout pages, the order confirmation page, and an order confirmation email told Carvalho that he saved $168.60 on his order. Id. ¶¶ 59–62. Carvalho alleges that HP did not sell the All-in-One PC at $999.99 or the G2 Mouse at $16.99 for any reasonably substantial period of time in the three months prior to his purchase or in the one month following his purchase. Id. ¶ 64. On June 14, 2021, Plaintiff Mark Maher purchased from HP’s website an HP Laptop 17t- strikethrough price of $729.99. Id. ¶ 68. Maher added the product to his cart and purchased an additional Wi-Fi adapter to bring his total purchase to $699.99. Id. ¶ 70. In his shopping cart, HP stated that “YOU SAVED $130.00 ON YOUR ORDER.” Id. ¶ 71. Two further checkout pages and the order confirmation page indicated that Maher saved $130. Id. ¶¶ 72–73, 75. Maher alleges that HP did not sell the 17t Laptop at $729.99 for any reasonably substantial period of time. Id. ¶ 77. Plaintiffs filed this lawsuit on October 13, 2021, see ECF No. 1, and by stipulation filed the operative First Amended Complaint on December 30, 2021, see FAC. The First Amended Complaint asserts nine causes of action: (1) breach of contract, FAC ¶¶ 87–96; (2) breach of express warranty, id. ¶¶ 97–109; (3) negligent misrepresentation, id. ¶¶ 110–122; (4) intentional misrepresentation, id. ¶¶ 123–136; (5) violation of California’s Consumer Legal Remedies Act (“CLRA”), Cal. Civ. Code § 1750, FAC ¶¶ 137–144; (6) unjust enrichment, FAC ¶¶ 145–156; (7) violation of California’s False Advertising Law (“FAL”), Cal. Bus. & Prof. Code § 17500, FAC ¶¶ 157–170; (8) violation of the FAL’s provision regarding former prices, Cal. Bus. & Prof. Code § 17501, FAC ¶¶ 171–184; and (9) violation of California’s Unfair Competition Law (“UCL”), FAC ¶¶ 185–191. Plaintiffs seek to represent a class of all individuals and entities that, on or after October 13, 2017, purchased one or more

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