Busted! No more false advertising
Ask any hunter about his number-one handicap in the field and no doubt he will mention something about his scent. No matter how hard we try to fight it, woodland creatures can pick up an intrusive human’s odor as if it is a giant neon billboard in the middle of the woods. If there was a product we could buy that would eliminate our scent or even greatly reduce it, hunters would pay big bucks for it.
If you pick up any hunting publications or watch hunting-related shows on TV, you probably have seen the ads from Scent Lok claiming to have exactly what hunters have been searching for, “scent-eliminating” clothing. With the help of its hyperbolic advertising campaign, Scent Lok products became an overnight must-have for hunters afield.
But, as a handful of hunters from Minnesota claim, no clothing can “eliminate” odor and make a hunter “scent free” as Scent Lok so often claimed. They took their distrust to courts and earlier this month, U.S District Court Judge Richard Kyle found the company liable for false or deceptive advertising. Even worse, the guilty verdict took Cabela’s and Gander Mountain, because they sell Scent Lok licensed products, down as well.
While the case will now move deeper into the country’s court system, we know a couple of things for sure. Scent Lok won’t be doing much advertising in the near future and the world’s hunters are forced to continue their search for the miracle product that eliminates are telltale scent.
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