A Lawsuit Says Princess’s “Up to $1,000 Savings” Emails Misled Shoppers

A proposed class action filed in Washington state claims Princess Cruises sent promotional emails that misled recipients. The plaintiff, Cassandra Martinson, says subject lines such as “Don’t miss up to $700 instant savings” and “Last call for up to $1,000 instant savings” misstated how long sales last and how large the discounts really are. The case is Martinson v. Princess Cruise Lines Ltd., filed in June and now before the US District Court for the Western District of Washington. The allegations have not been proven.

The suit says the emails created false urgency and relied on inflated list prices to make the savings look bigger. It invokes Washington’s Commercial Electronic Mail Act, which restricts misleading email subject lines, and the state’s Consumer Protection Act. The plaintiff wants the court to certify a class of Washington residents who received Princess promotional sales or discount emails, award damages, legal fees and costs, and issue a permanent injunction against the practice.

The case began in Washington state court and was later removed to federal court, according to Top Class Actions. Princess has not been found liable of anything, and the claims reflect only what the plaintiff alleges. Washington has become a notable venue for email subject-line cases, which is part of why a cruise line with a large local customer base finds itself in court over marketing language.

For shoppers, the dispute is a reminder of how “up to” pricing works. A headline discount may apply only to a single cabin category or sailing, and countdown language can run on repeating cycles. Comparing the actual fare against past pricing, and reading the terms behind the banner, is the surest way to tell a real bargain from a marketing line. The outcome of the case could influence how cruise lines word similar promotions.

Sources: Top Class Actions, CruiseMapper