Consumer Protection Division v. Outdoor World Corp.

603 A.2d 1376, 91 Md. App. 275, 1992 Md. App. LEXIS 75
CourtCourt of Special Appeals of Maryland
DecidedApril 9, 1992
Docket998, September Term, 1991
StatusPublished
Cited by15 cases

This text of 603 A.2d 1376 (Consumer Protection Division v. Outdoor World Corp.) is published on Counsel Stack Legal Research, covering Court of Special Appeals of Maryland primary law. Counsel Stack provides free access to over 12 million legal documents including statutes, case law, regulations, and constitutions.

Bluebook
Consumer Protection Division v. Outdoor World Corp., 603 A.2d 1376, 91 Md. App. 275, 1992 Md. App. LEXIS 75 (Md. Ct. App. 1992).

Opinion

WILNER, Chief Judge.

The Consumer Protection Division of the Office of the Attorney General, after extensive hearings, concluded that appellee, Outdoor World Corporation (OWC), had engaged in unfair and deceptive trade practices in violation of the State Consumer Protection Act, whereupon the Division entered an Administrative Order providing broad injunctive and restitutionary relief. The Circuit Court for Baltimore City vacated that order in its entirety, however, concluding that the Division had no jurisdiction to control the activities addressed by the order. The Division appeals from that decision.

I. Procedural History

OWC, a Pennsylvania corporation, owns a number of campgrounds along the East Coast, none of which are in Maryland. The company sells memberships in these campgrounds, allowing the purchaser to use a site, subject to certain restrictions and fees. Its marketing strategy is centered around the mass mailing of written material which neither identifies OWC nor mentions anything about campsites. Instead, it states that the recipient has definitely won at least one prize from among several listed in the material and strongly suggests that he or she may also have won or be eligible to win a. prize of considerable value. The notice recites no conditions to claiming the prize other *279 than appearing at a particular location, being in all cases one of OWC’s campgrounds.

Using different aliases, OWC mails out some 30 to 40 million of these notices each year. When, in response to them, people arrive to collect their prizes, they are told that, in order to obtain the prize, they must first take a tour of the campground and listen to a sustained and aggressive sales pitch, all of which can take the better part of a day. Although prizes may eventually be given, they are generally of little value and, in many instances, require payment of a “redemption” fee.

The Division asserts, without contradiction, that OWC has been mailing these notices to Maryland residents since 1984, that in the 10-month period from November, 1988 through September, 1989, it mailed nearly six million notices to Maryland residents, that some 43,000 Marylanders visited OWC campgrounds since 1986, and that approximately 5,000 Marylanders purchased campsite memberships. OWC informs us that it has collected or is entitled to collect about $60,000,000 from the sale of these 5,000 memberships.

On May 31, 1989, the Division formally charged OWC with false and misleading solicitations and unfair and deceptive sales tactics. In support of the first charge, the Division alleged that the OWC notices mailed to Maryland residents had the effect of causing the recipients to believe that they had won or were likely to win a valuable prize when in fact there was but a minuscule likelihood that such was the case, that the notices failed to disclose that they were, in reality, solicitations to sell campsites, that by the use of assumed and misleading names the notices also represented that OWC had a sponsorship or affiliation that it did not have, that the notices failed to inform the recipients that they would be required to pay money or take a tour in order to claim the prize, and that the notices failed to disclose on the first page the retail value of the prize and the odds against winning it.

*280 The first charge centered on the solicitations mailed into Maryland; the second charge dealt principally with OWC’s conduct at the campsites. In it, the Division complained about the length of the tour and the length and nature of the sales promotion to which prospective customers were subjected, including assertions that, in the course of the promotion, OWC made false statements regarding the nature and availability of its facilities, false assurances concerning the customers’ right to rescind contracts, and false representations that the price demanded for a campsite was valid only for that day and would be higher thereafter.

The conduct complained of was alleged by the Division to violate Md.Code, Comm. Law art., §§ 13-303 and 13-305. Section 13-303 prohibits a person from engaging in any “unfair or deceptive trade practice, as defined in this subtitle” in the sale or offer for sale of any consumer realty, consumer goods, or consumer services. The term “unfair or deceptive trade practice” is defined in § 13-301 as including any false or misleading oral or written statement which has the capacity, tendency, or effect of deceiving or misleading consumers (§ 13-301(1)), any representation that consumer realty has a “sponsorship” which it does not have (§ 13-301(2)), any failure to state a material fact if the failure deceives or tends to deceive (§ 13-301(3)), any false or misleading representation of fact which concerns either the reason for, existence, or amount of a price reduction or a comparison with the price offered by the seller at a past or future time (§ 13-301(6)), and any deception, misrepresentation, or omission of material fact with the intent that the consumer rely on it in connection with the promotion or sale of consumer goods, realty, or service (§ 13-301(9)).

Section 13-305 deals specifically with the offering of prizes. Subsection (b) makes it unlawful, as part of an advertising scheme, to notify a person that he has won a prize or has been selected or is eligible to receive anything of value if the person is required to purchase goods or services, pay any money, or submit to a sales promotion effort in order to claim the prize. Subsection (c) requires *281 that, in any prize-offering scheme not prohibited by subsection (b), the seller must disclose to the offeree, clearly and conspicuously, certain information, including a statement that the purpose of the promotion is to solicit the purchase or rental of real estate, the number of prizes in each category that will be available, the suggested or comparable retail price of the prizes, and the odds against winning each prize. These disclosures must appear on the first page of the prize notification document.

Hearings were conducted on the Division’s complaint before a hearing officer. On April 2, 1990, the hearing officer filed his proposed findings of fact and conclusions of law. After citing and relying upon a great deal of the testimonial and documentary evidence presented to him, he found that, by virtue of their language and composition, the notices mailed into Maryland (1) created a false impression that the recipient had won and would receive a major prize — an expensive car, a considerable amount of cash, an expensive television set, for example — when, in fact, there was very little likelihood that such was the case, and (2) deceived the recipient as to the value of the awards. He found that that false impression induced Maryland residents to visit the OWC campsites in Pennsylvania and Virginia, which they would not otherwise have done, that many people so induced had no interest in campsites or camping and did not know that OWC’s purpose in luring them there was to sell them a campsite, and that the sole purpose of their visit was to claim the prize they believed they had won. Once at the campsite, the hearing examiner found, the people were required to take a tour of the premises as part of a high-pressure sales promotion that lasted as long as nine hours and was designed to peel away their resistance and cause them to act swiftly to purchase a membership.

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Bluebook (online)
603 A.2d 1376, 91 Md. App. 275, 1992 Md. App. LEXIS 75, Counsel Stack Legal Research, https://law.counselstack.com/opinion/consumer-protection-division-v-outdoor-world-corp-mdctspecapp-1992.