{"id":17204,"date":"2025-10-25T11:25:32","date_gmt":"2025-10-25T11:25:32","guid":{"rendered":"https:\/\/lite14.net\/blog\/?p=17204"},"modified":"2025-10-25T11:25:32","modified_gmt":"2025-10-25T11:25:32","slug":"skechers-is-facing-litigation-in-washington-state-over-alleged-violation-of-email-marketing-laws","status":"publish","type":"post","link":"https:\/\/lite14.net\/blog\/2025\/10\/25\/skechers-is-facing-litigation-in-washington-state-over-alleged-violation-of-email-marketing-laws\/","title":{"rendered":"Skechers is facing litigation in Washington state over alleged violation of email-marketing laws"},"content":{"rendered":"<p>&nbsp;<\/p>\n<hr \/>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/lite14.net\/blog\/2025\/10\/25\/skechers-is-facing-litigation-in-washington-state-over-alleged-violation-of-email-marketing-laws\/#Whats_going_on\" >What\u2019s going on<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/lite14.net\/blog\/2025\/10\/25\/skechers-is-facing-litigation-in-washington-state-over-alleged-violation-of-email-marketing-laws\/#The_Legal_Statute_and_Key_Legal_Points\" >The Legal Statute and Key Legal Points<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/lite14.net\/blog\/2025\/10\/25\/skechers-is-facing-litigation-in-washington-state-over-alleged-violation-of-email-marketing-laws\/#The_statute\" >The statute<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/lite14.net\/blog\/2025\/10\/25\/skechers-is-facing-litigation-in-washington-state-over-alleged-violation-of-email-marketing-laws\/#Implications\" >Implications<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/lite14.net\/blog\/2025\/10\/25\/skechers-is-facing-litigation-in-washington-state-over-alleged-violation-of-email-marketing-laws\/#What_Skechers_Allegedly_Did_Based_on_the_Complaint\" >What Skechers [Allegedly] Did (Based on the Complaint)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/lite14.net\/blog\/2025\/10\/25\/skechers-is-facing-litigation-in-washington-state-over-alleged-violation-of-email-marketing-laws\/#Skechers_Response_Procedural_Status\" >Skechers\u2019 Response \/ Procedural Status<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/lite14.net\/blog\/2025\/10\/25\/skechers-is-facing-litigation-in-washington-state-over-alleged-violation-of-email-marketing-laws\/#Why_This_Matters_Comments_Broader_Implications\" >Why This Matters (Comments &amp; Broader Implications)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/lite14.net\/blog\/2025\/10\/25\/skechers-is-facing-litigation-in-washington-state-over-alleged-violation-of-email-marketing-laws\/#Summary\" >Summary<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/lite14.net\/blog\/2025\/10\/25\/skechers-is-facing-litigation-in-washington-state-over-alleged-violation-of-email-marketing-laws\/#Case_Study_Skechers_USA_Inc_Washington_Commercial_Email_Litigation\" >Case Study: Skechers U.S.A., Inc. &amp; Washington Commercial Email Litigation<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/lite14.net\/blog\/2025\/10\/25\/skechers-is-facing-litigation-in-washington-state-over-alleged-violation-of-email-marketing-laws\/#Overview\" >Overview<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/lite14.net\/blog\/2025\/10\/25\/skechers-is-facing-litigation-in-washington-state-over-alleged-violation-of-email-marketing-laws\/#Why_this_case_is_significant\" >Why this case is significant<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/lite14.net\/blog\/2025\/10\/25\/skechers-is-facing-litigation-in-washington-state-over-alleged-violation-of-email-marketing-laws\/#Comments_Lessons_for_Marketers_and_LegalCompliance_Teams\" >Comments &amp; Lessons for Marketers and Legal\/Compliance Teams<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/lite14.net\/blog\/2025\/10\/25\/skechers-is-facing-litigation-in-washington-state-over-alleged-violation-of-email-marketing-laws\/#Key_take-aways\" >Key take-aways<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/lite14.net\/blog\/2025\/10\/25\/skechers-is-facing-litigation-in-washington-state-over-alleged-violation-of-email-marketing-laws\/#Summary-2\" >Summary<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Whats_going_on\"><\/span>What\u2019s going on<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li>A putative class-action lawsuit is filed (in federal court) in Washington state: Liss et al v. Skechers USA Inc., Case No. 3:25-cv-05861, filed September 22, 2025 in the U.S. District Court for the Western District of Washington. (<a title=\"Liss et al v. Skechers USA INC 3:2025cv05861 | U.S. District Court for the Western District of Washington | Justia\" href=\"https:\/\/dockets.justia.com\/docket\/washington\/wawdce\/3%3A2025cv05861\/352899?utm_source=chatgpt.com\">Justia Dockets &amp; Filings<\/a>)<\/li>\n<li>The plaintiffs are Stephen Liss and Boni Melchor, seeking to represent a class of Washington residents who received commercial emails from Skechers (or on its behalf) that allegedly violate the state\u2019s email-marketing statute. (<a title=\"Skechers class action claims company sends misleading spam emails\" href=\"https:\/\/topclassactions.com\/uncategorized\/skechers-class-action-claims-company-sends-misleading-spam-emails\/?utm_source=chatgpt.com\">Top Class Actions<\/a>)<\/li>\n<li>The key legal basis: Washington\u2019s Commercial Electronic Mail Act (\u201cCEMA\u201d), codified at RCW 19.190.020. (<a title=\"Washington Supreme Court says it\u2019s illegal to include any false or misleading information in the subject line of a commercial email | News &amp; Events | Clark Hill PLC\" href=\"https:\/\/www.clarkhill.com\/news-events\/news\/washington-supreme-court-says-its-illegal-to-include-any-false-or-misleading-information-in-the-subject-line-of-a-commercial-email\/?utm_source=chatgpt.com\">Clark Hill<\/a>)<\/li>\n<li>The specific allegation: The subject lines of Skechers\u2019 marketing emails allegedly contained <strong>false or misleading information<\/strong> (in particular, time-limited sale claims, urgency claims) that misled recipients about the duration of offers. For example: subject lines reading \u201cLong Weekend savings End Tonight\u201d followed by a subsequent email the next day stating \u201cSurprise! Long Weekend Savings Extended for Today\u201d with the same discount. Another example: \u201cHurry, 25% off Ends Today!\u201d followed by \u201cOne More Day to Save with 25% off.\u201d (<a title=\"Skechers Facing Significant Email Litigation Exposure - KMT\" href=\"https:\/\/kleinmoynihan.com\/skechers-facing-significant-email-litigation-exposure\/?utm_source=chatgpt.com\">Klein Moynihan Turco<\/a>)<\/li>\n<li>Skechers has removed the case from Washington state court to the federal court. It intends to argue for dismissal of the CEMA claims. (<a title=\"Skechers Facing Significant Email Litigation Exposure - KMT\" href=\"https:\/\/kleinmoynihan.com\/skechers-facing-significant-email-litigation-exposure\/?utm_source=chatgpt.com\">Klein Moynihan Turco<\/a>)<\/li>\n<\/ul>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"The_Legal_Statute_and_Key_Legal_Points\"><\/span>The Legal Statute and Key Legal Points<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"The_statute\"><\/span>The statute<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Under RCW 19.190.020(1)(b), it is unlawful to initiate or assist the transmission of a commercial email message addressed to a Washington resident which \u201ccontains false or misleading information in the subject line.\u201d (<a title=\"Washington Supreme Court says it\u2019s illegal to include any false or misleading information in the subject line of a commercial email | News &amp; Events | Clark Hill PLC\" href=\"https:\/\/www.clarkhill.com\/news-events\/news\/washington-supreme-court-says-its-illegal-to-include-any-false-or-misleading-information-in-the-subject-line-of-a-commercial-email\/?utm_source=chatgpt.com\">Clark Hill<\/a>)<\/li>\n<li>Violation of CEMA is a <strong>per se violation<\/strong> of Washington\u2019s Consumer Protection Act (WCPA) and triggers statutory penalties of <strong>$500 per violation<\/strong>. No proof of actual damages is required under that statute. (<a title=\"Time to RE-act: The Washington Supreme Court\u2019s Recent Email Subject Line Ruling Poised to Put Retailers on the Hook for Trillions (September 2025 Update) | Benesch, Friedlander, Coplan &amp; Aronoff LLP\" href=\"https:\/\/www.beneschlaw.com\/resources\/time-to-re-act-the-washington-supreme-courts-recent-email-subject-line-ruling-poised-to-put-retailers-on-the-hook-for-trillions-september-2025-update.html?utm_source=chatgpt.com\">Benesch Law<\/a>)<\/li>\n<li>The recent ruling by the Washington Supreme Court in Brown v. Old Navy, LLC (April 17, 2025) clarified that CEMA prohibits <em>any<\/em> false or misleading information in the subject line, not just misrepresenting that the email is commercial in nature. (<a title=\"Washington Supreme Court says it\u2019s illegal to include any false or misleading information in the subject line of a commercial email | News &amp; Events | Clark Hill PLC\" href=\"https:\/\/www.clarkhill.com\/news-events\/news\/washington-supreme-court-says-its-illegal-to-include-any-false-or-misleading-information-in-the-subject-line-of-a-commercial-email\/?utm_source=chatgpt.com\">Clark Hill<\/a>)<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"Implications\"><\/span>Implications<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Because the statute provides for $500 per email per recipient, potential damages are enormous if many emails to many Washington recipients are alleged to be violative. (Some analyses say \u201ctrillions\u201d in theory) (<a title=\"Time to RE-act: The Washington Supreme Court\u2019s Recent Email Subject Line Ruling Poised to Put Retailers on the Hook for Trillions (September 2025 Update) | Benesch, Friedlander, Coplan &amp; Aronoff LLP\" href=\"https:\/\/www.beneschlaw.com\/resources\/time-to-re-act-the-washington-supreme-courts-recent-email-subject-line-ruling-poised-to-put-retailers-on-the-hook-for-trillions-september-2025-update.html?utm_source=chatgpt.com\">Benesch Law<\/a>)<\/li>\n<li>The Skechers case claims \u201cat least 388 marketing emails to thousands of recipients over a four-year period\u201d (in one description). (<a title=\"September 2025 Regulatory Roundup - Mac Murray &amp; Shuster LLP\" href=\"https:\/\/mslawgroup.com\/september-2025-regulatory-roundup\/?utm_source=chatgpt.com\">Mac Murray &amp; Shuster LLP<\/a>)<\/li>\n<li>Subject line language such as \u201cToday Only,\u201d \u201cEnds Tonight,\u201d \u201cSale Ends Today\u201d are now under scrutiny in Washington because of the Brown decision. If the promotion is extended, the subject line may be deemed false or misleading. (<a title=\"Email Marketers Beware: Don\u2019t Underestimate the Power of a Subject Line - Manatt, Phelps &amp; Phillips, LLP\" href=\"https:\/\/www.manatt.com\/insights\/newsletters\/client-alert\/email-marketers-beware-don-t-underestimate-the-power-of-a-subject-line?utm_source=chatgpt.com\">manatt.com<\/a>)<\/li>\n<\/ul>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"What_Skechers_Allegedly_Did_Based_on_the_Complaint\"><\/span>What Skechers [Allegedly] Did (Based on the Complaint)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li>The plaintiffs allege that Skechers deliberately used subject lines creating urgency (e.g., \u201cFlash Sale Alert! Don\u2019t Miss Today-Only Savings\u201d) while the same offer continued beyond the timeframe claimed in the subject line. (<a title=\"Skechers class action claims company sends misleading spam emails\" href=\"https:\/\/topclassactions.com\/uncategorized\/skechers-class-action-claims-company-sends-misleading-spam-emails\/?utm_source=chatgpt.com\">Top Class Actions<\/a>)<\/li>\n<li>They argue that the emails were sent to Washington residents, and the subject-line mis-statements misled recipients into opening the email, engaging, possibly purchasing, and thereby wasted their time or induced them into the marketing flow. (<a title=\"Skechers class action claims company sends misleading spam emails\" href=\"https:\/\/topclassactions.com\/uncategorized\/skechers-class-action-claims-company-sends-misleading-spam-emails\/?utm_source=chatgpt.com\">Top Class Actions<\/a>)<\/li>\n<li>Plaintiffs argue that consent to receive marketing emails does <em>not<\/em> absolve the subject line from CEMA compliance: the law focuses on the content of the subject line being truthful, irrespective of consent. (<a title=\"Skechers class action claims company sends misleading spam emails\" href=\"https:\/\/topclassactions.com\/uncategorized\/skechers-class-action-claims-company-sends-misleading-spam-emails\/?utm_source=chatgpt.com\">Top Class Actions<\/a>)<\/li>\n<\/ul>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Skechers_Response_Procedural_Status\"><\/span>Skechers\u2019 Response \/ Procedural Status<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li>Skechers denies the allegations (as typical in class actions) and has removed the case from Washington state court to the U.S. District Court for the Western District of Washington. (<a title=\"Skechers Facing Significant Email Litigation Exposure - KMT\" href=\"https:\/\/kleinmoynihan.com\/skechers-facing-significant-email-litigation-exposure\/?utm_source=chatgpt.com\">Klein Moynihan Turco<\/a>)<\/li>\n<li>The case is early in the lifecycle: removal filed September 22, 2025. (<a title=\"Liss et al v. Skechers USA INC 3:2025cv05861 | U.S. District Court for the Western District of Washington | Justia\" href=\"https:\/\/dockets.justia.com\/docket\/washington\/wawdce\/3%3A2025cv05861\/352899?utm_source=chatgpt.com\">Justia Dockets &amp; Filings<\/a>)<\/li>\n<li>Skechers\u2019 defense will likely argue against the viability of the CEMA claim \u2014 possibly disagreement on interpretation of what constitutes \u201cfalse or misleading\u201d subject lines, whether the emails qualify as CEMA \u201ccommercial electronic mail messages,\u201d and other procedural defenses (standing, class certification, etc.).<\/li>\n<\/ul>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Why_This_Matters_Comments_Broader_Implications\"><\/span>Why This Matters (Comments &amp; Broader Implications)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li>The Skechers litigation illustrates how subject line compliance is no longer a technicality but a major risk area in email marketing (especially in Washington). Following Brown, subject-lines that claim time-limited offers but then extend those offers may expose companies to large liability.<\/li>\n<li>Even if a brand thinks \u201cwell, we always extend our sale\u201d or \u201cIt\u2019s standard marketing language,\u201d under Washington law such language may be actionable. The \u201cmere puffery\u201d exception exists, but subjective puffery vs objective mis-statement is a fine line. (<a title=\"Washington Supreme Court says it\u2019s illegal to include any false or misleading information in the subject line of a commercial email | News &amp; Events | Clark Hill PLC\" href=\"https:\/\/www.clarkhill.com\/news-events\/news\/washington-supreme-court-says-its-illegal-to-include-any-false-or-misleading-information-in-the-subject-line-of-a-commercial-email\/?utm_source=chatgpt.com\">Clark Hill<\/a>)<\/li>\n<li>From a risk-management point of view: Brands sending mass marketing emails to Washington residents (or having recipients in Washington) must review their email subject line practices, ensure claims around urgency or limited time are accurate, and maintain documentation of offer duration.<\/li>\n<li>Since the statute doesn\u2019t require proof of actual damages, only that the email was sent and the subject line was false\/misleading, the liability is structurally large. The $500 per email\/recipient figure means even modest volume could escalate.<\/li>\n<li>Beyond Washington: Although CEMA is specific to Washington, other states have similar anti-spam or subject-line laws (e.g., California). The Skechers case may encourage more lawsuits in other jurisdictions. (<a title=\"Email Marketers Beware: Don\u2019t Underestimate the Power of a Subject Line - Manatt, Phelps &amp; Phillips, LLP\" href=\"https:\/\/www.manatt.com\/insights\/newsletters\/client-alert\/email-marketers-beware-don-t-underestimate-the-power-of-a-subject-line?utm_source=chatgpt.com\">manatt.com<\/a>)<\/li>\n<li>For email marketers: This case is a strong reminder that legal compliance around email isn\u2019t just about opt-in, unsubscribe links, or sender authentication \u2014 subject lines, offer claims and timing must also be compliant.<\/li>\n<li>Companies should audit their email programs: Which recipients are in Washington? What subject lines claim \u201ctoday only,\u201d \u201cends tonight,\u201d \u201cone day only,\u201d etc? Did the offer indeed end? If not, is extension disclosed? If the offer is extended, was the subject line misleading?<\/li>\n<li>For brands with large email lists spanning multiple states, the existence of a Washington risk may create potential large-scale class claims or regulatory enforcement.<\/li>\n<\/ul>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Summary\"><\/span>Summary<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>In summary: Skechers is facing a class action in Washington (Liss et al v. Skechers U.S.A., Inc.) alleging violations of Washington\u2019s Commercial Electronic Mail Act (CEMA). The core allegation is that its marketing emails contained false or misleading subject lines \u2014 specifically, urgency claims about time-limited deals that were extended. The statute imposes up to $500 per violative email per recipient, which means the potential exposure could be very large. For marketers, the case underscores the need to ensure accuracy in subject lines and timing of offers, especially when sending to Washington residents.<\/p>\n<p>Here is a detailed review of the litigation that Skechers is facing in Washington state over alleged email-marketing law violations \u2014 including a case summary (\u201ccase study\u201d) plus commentary on implications and lessons for other companies.<\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Case_Study_Skechers_USA_Inc_Washington_Commercial_Email_Litigation\"><\/span>Case Study: Skechers U.S.A., Inc. &amp; Washington Commercial Email Litigation<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"Overview\"><\/span>Overview<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Plaintiffs: Stephen Liss and Boni Melchor filed a putative class action against Skechers U.S.A., Inc. in Washington state court, later removed to federal court (Case No. 3:25-cv-05861, U.S. District Court for the Western District of Washington). (<a title=\"Liss et al v. Skechers USA INC 3:2025cv05861 | U.S. District Court for the Western District of Washington | Justia\" href=\"https:\/\/dockets.justia.com\/docket\/washington\/wawdce\/3%3A2025cv05861\/352899?utm_source=chatgpt.com\">Justia Dockets &amp; Filings<\/a>)<\/li>\n<li>Allegation: The suit claims that Skechers sent marketing or promotional emails to Washington recipients whose <strong>subject lines<\/strong> allegedly contained \u201cfalse or misleading information\u201d \u2014 specifically urgency\/time-limited sale claims (\u201cends tonight!\u201d, \u201cone more day\u201d, etc.) that were followed by extensions of the same offer. (<a title=\"Skechers Facing Significant Email Litigation Exposure - KMT\" href=\"https:\/\/kleinmoynihan.com\/skechers-facing-significant-email-litigation-exposure\/?utm_source=chatgpt.com\">Klein Moynihan Turco<\/a>)<\/li>\n<li>Legal basis: The claim is under Washington\u2019s Commercial Electronic Mail Act (\u201cCEMA\u201d, RCW 19.190) which prohibits commercial emails sent to Washington residents that \u201ccontains false or misleading information in the subject line.\u201d (<a title=\"Skechers Facing Significant Email Litigation Exposure - Advertising, Marketing &amp; Branding - United States\" href=\"https:\/\/www.mondaq.com\/unitedstates\/advertising-marketing-branding\/1687392\/skechers-facing-significant-email-litigation-exposure?utm_source=chatgpt.com\">Mondaq<\/a>)<\/li>\n<li>Examples cited: For example, subject line \u201cLong Weekend savings End Tonight\u201d offering \u201cup to 30% off\u201d followed by a subsequent email from Skechers the next day: \u201cSurprise! Long Weekend Savings Extended for Today\u201d with the same discount. Another example: \u201cHurry, 25% off Ends Today!\u201d followed by \u201cOne More Day to Save with 25% off.\u201d (<a title=\"Skechers Facing Significant Email Litigation Exposure - KMT\" href=\"https:\/\/kleinmoynihan.com\/skechers-facing-significant-email-litigation-exposure\/?utm_source=chatgpt.com\">Klein Moynihan Turco<\/a>)<\/li>\n<li>Scope &amp; damages sought: The complaint alleges hundreds of emails over a multi-year period sent to Washington residents; the plaintiffs seek statutory damages (CEMA provides for $500 per violative email) for each email. Some commentary estimates potential exposure in millions, given volumes. (<a title=\"Skechers Facing Significant Email Litigation Exposure - Advertising, Marketing &amp; Branding - United States\" href=\"https:\/\/www.mondaq.com\/unitedstates\/advertising-marketing-branding\/1687392\/skechers-facing-significant-email-litigation-exposure?utm_source=chatgpt.com\">Mondaq<\/a>)<\/li>\n<li>Procedural status: The case has been removed from state court to federal court in Washington. Skechers will move to dismiss the CEMA claim (per their removal notice). (<a title=\"Skechers Facing Significant Email Litigation Exposure - KMT\" href=\"https:\/\/kleinmoynihan.com\/skechers-facing-significant-email-litigation-exposure\/?utm_source=chatgpt.com\">Klein Moynihan Turco<\/a>)<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"Why_this_case_is_significant\"><\/span>Why this case is significant<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Subject line liability: This case underscores that under CEMA, the <strong>subject line<\/strong> alone can trigger liability if it contains false or misleading information\u2014even if the body of the email may be compliant. This is relatively novel and emerging as a risk area.<\/li>\n<li>Urgency\/promotion language scrutinised: The advertising strategy of \u201cflash sales\u201d, \u201cends today\u201d etc, though common in retail, is being targeted as potentially misleading if the sale is extended without updating the claim.<\/li>\n<li>Statutory damage exposure: Because the statute allows fixed penalties per email per recipient (without needing proof of actual damages), the cumulative exposure for large email lists can be substantial.<\/li>\n<li>Multi-year\/class exposure: The case covers thousands of recipients and hundreds of emails over several years, suggesting both volume and temporal scope matter.<\/li>\n<li>Location-specific law: Though this is Washington state law (CEMA), brands with multi-state\/email marketing exposure must consider similar statutes and risk in other jurisdictions.<\/li>\n<\/ul>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Comments_Lessons_for_Marketers_and_LegalCompliance_Teams\"><\/span>Comments &amp; Lessons for Marketers and Legal\/Compliance Teams<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"Key_take-aways\"><\/span>Key take-aways<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ol>\n<li><strong>Subject lines matter as much as body content or consent<\/strong>\n<ul>\n<li>Many companies focus on opt-in, unsubscribe compliance and email body content\u2014but this case signals that subject-line accuracy (especially about urgency\/time-limited offers) is a legal risk.<\/li>\n<li>Even though recipients may have consented to receive the email, CEMA focuses on content in the subject line (&#8220;false or misleading information&#8221;). (<a title=\"Skechers class action claims company sends misleading spam emails\" href=\"https:\/\/topclassactions.com\/uncategorized\/skechers-class-action-claims-company-sends-misleading-spam-emails\/?utm_source=chatgpt.com\">Top Class Actions<\/a>)<\/li>\n<\/ul>\n<\/li>\n<li><strong>&#8220;Ends tonight&#8221; or \u201cone more day\u201d language is not safe by default<\/strong>\n<ul>\n<li>If a subject line says a sale ends \u201ctoday\u201d or \u201cends tonight\u201d yet the company extends the sale for another day or issues a new email with the same terms, this may be viewed as misleading.<\/li>\n<li>Marketers should coordinate with promotional calendars and ensure subject lines reflect actual offer durations or include the extension transparently.<\/li>\n<\/ul>\n<\/li>\n<li><strong>Penalties accumulate quickly<\/strong>\n<ul>\n<li>The statutory penalty under CEMA is $500 per violative email to a Washington resident. Multiply that by number of emails and number of recipients and the exposure can become large. (<a title=\"Skechers Facing Significant Email Litigation Exposure - KMT\" href=\"https:\/\/kleinmoynihan.com\/skechers-facing-significant-email-litigation-exposure\/?utm_source=chatgpt.com\">Klein Moynihan Turco<\/a>)<\/li>\n<li>Even if a company believes the risk is low, given the class action nature and the volume of emails in typical retail marketing, the exposure may be non-trivial.<\/li>\n<\/ul>\n<\/li>\n<li><strong>Compliance across states matters<\/strong>\n<ul>\n<li>While this case is under Washington\u2019s CEMA, similar statutes or regulatory scrutiny may exist in other states. Brands with national email lists must be mindful of varying legal standards.<\/li>\n<li>Best practice: legal teams should review subject-line practices globally (or US-wide) for consistency and risk.<\/li>\n<\/ul>\n<\/li>\n<li><strong>Audit promotional practices &amp; subject-line committees<\/strong>\n<ul>\n<li>Marketing teams should establish clear rules: what counts as \u201cends today\u201d, how to handle extensions, how to reflect accurately in subject lines.<\/li>\n<li>The subject line should be verifiable: if you claim \u201cends tonight\u201d, ensure that offer does end that day or that extension is clearly communicated.<\/li>\n<\/ul>\n<\/li>\n<li><strong>Document campaigns and extensions<\/strong>\n<ul>\n<li>From a compliance defence viewpoint, the company should document offer timelines, subject\u2010line content, internal approvals, and any extensions. If challenged, documentation may help show good faith or at least intention to comply.<\/li>\n<li>Records of email schedule, subject\u2010lines sent, offer duration, changes\/extensions should be maintained.<\/li>\n<\/ul>\n<\/li>\n<li><strong>Legal review &amp; class-action risk<\/strong>\n<ul>\n<li>When marketing involves frequent email blasts with strong urgency language, companies should consult with legal\/compliance counsel about risk of state statutory claims.<\/li>\n<li>Private-rights of action under statutes like CEMA mean that class actions (rather than regulatory enforcement only) are viable. The Skechers case is one such example.<\/li>\n<\/ul>\n<\/li>\n<li><strong>Balancing marketing urgency and compliance<\/strong>\n<ul>\n<li>Retail marketing uses urgency to drive conversion (scarcity, limited time offers). But compliance demands accuracy. Marketers must find a balance: e.g., using language like \u201csale ends soon\u201d rather than absolute \u201cends tonight\u201d if the timeline might change.<\/li>\n<li>Transparent communication (e.g., \u201csale extended for one more day\u201d) may mitigate risk.<\/li>\n<\/ul>\n<\/li>\n<li><strong>Volatility of legal precedent<\/strong>\n<ul>\n<li>The plaintiffs in the Skechers case rely on a recent Washington Supreme Court decision (e.g., in the case against Old Navy) interpreting CEMA to cover subject\u2010line misrepresentations of time limits. (<a title=\"Plaintiffs Claim Sketchers Emails Create False Sense Of Urgency - Trials &amp; Appeals &amp; Compensation - United States\" href=\"https:\/\/www.mondaq.com\/unitedstates\/trials-appeals-compensation\/1686292\/plaintiffs-claim-sketchers-emails-create-false-sense-of-urgency?utm_source=chatgpt.com\">Mondaq<\/a>)<\/li>\n<li>Even though many companies believed promotional language was safe, emerging case law is challenging that assumption. Marketing\/legal teams will need to update their practices accordingly.<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Summary-2\"><\/span>Summary<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The Skechers litigation is a strong example of how email marketing\u2014specifically the subject lines of promotional emails\u2014can create significant legal risk under state statutes like Washington\u2019s CEMA. For marketers, especially in retail, this means that common practices (flash sales, \u201cends today\u201d, \u201cone more day\u201d) cannot be taken for granted as safe. Legal\/compliance teams must audit subject-line practices, ensure accurate offer timelines, maintain documentation, and consider the cumulative exposure of many emails over time. Brands that treat email subject lines as a mere creative or marketing detail, without compliance oversight, may find themselves vulnerable to class actions.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; What\u2019s going on A putative class-action lawsuit is filed (in federal court) in Washington state: Liss et al v. Skechers USA Inc., Case No&#8230;.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[270,90],"tags":[],"class_list":["post-17204","post","type-post","status-publish","format-standard","hentry","category-digital-marketing","category-news-update"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Skechers is facing litigation in Washington state over alleged violation of email-marketing laws - Lite14 Tools &amp; Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/lite14.net\/blog\/2025\/10\/25\/skechers-is-facing-litigation-in-washington-state-over-alleged-violation-of-email-marketing-laws\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Skechers is facing litigation in Washington state over alleged violation of email-marketing laws - Lite14 Tools &amp; Blog\" \/>\n<meta property=\"og:description\" content=\"&nbsp; What\u2019s going on A putative class-action lawsuit is filed (in federal court) in Washington state: Liss et al v. 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