Class action suit filed against Amalie oil

[Shannow]

The Californian laws targeted stuff like this that has no place being on the shelves...but hit a lot of decent speciality oils as a result.

This IS selling a deceptive product...yes labelling it SA, when the vast majority of users have no idea about the SAE, API, or the like is trying to get out of it, but it won't.

Per the label...
Premium implies quality, advertising fluff
10W40 - there was no such thing in 1930, so again, it's suggesting a level of modernity with it.
General purpose automotive lubricant...they will use that to suggest it's door hinges.
Provides oxidation and corrosion protection of engine parts (note they don't state for your pre 1930 engine, which I believe that they COULD use as a defence for end user misapplication)
Excellent and durable lubrication for car and truck engines (again, they don't state that it's not for anything past 1930)
"Older Cars" would lead anyone to think that being on the shelf, they mean the older cars that they are likely to encounter, not a 1930s vehicle.

They are intentionally creating an product and packaging that would lead the average person (note in Oz law, it's an average consumer that's the test, not a BITOGer, Terry Dyson, or oil company engineer that's the test subject) to incorrectly believe that it's appropriate for at least some of the cars in the carpark outside the store.

 

[wemay]

100% agree. The API letter designation would only be clear to oil junkies like us. The avg guy topping up at the gas station while on his cell phone is oblivious.

 

[bbhero]

Originally Posted by wemay
100% agree. The API letter designation would only be clear to oil junkies like us. The avg guy topping up at the gas station while on his cell phone is oblivious.



Exactly right Wemay.

Really good post Shannow.

 

[alarmguy]

Originally Posted by gathermewool
Originally Posted by rubberchicken
I agree with the lawsuit. The vast majority of consumers do not know the difference. Also, when does a multiweight oil only meet SA standards ? This stuff is only suitable for drill bit cutting oil.


I hate to admit, but I agree with this. As much as I like pooping on idiots...

Who in the heck are you marketing this stuff to? The very few or the vast majority of know-nothings?


Agree with all the above ^^^

Lets call it for what it is.
Amalie is a cheap garbage untrustworthy company for selling a useless oil to the public.

In fact, if a company is such garabge to pull such a thing, why trust their off label brands in Sams Club and Walmart ...

For those defending Amalie Im scratching my head on that one, multi grade premium SA oil? Come on already. )

 

[RooflessVW]

I see no problem with Amalie producing this product, nor do I see a problem with the labeling.

What I do have an issue with is the stores choosing to stock the oil.

Amalie doesn't sell this oil at gas stations, they sell it TO gas stations.

Gas stations purchase this oil because it is probably the cheapest and the margins are good. THEY sell this oil to consumers.

 

[RooflessVW]

I don't think a quart of this stuff added to a modern car is going to hurt much. Heck, Lucas reccomend 20% mucas mix with modern oils and no one has sued them.

If you're buying 5 quarts of this to change your oil, well...

They say you can't fix stupid.

 

[edwardh1]

should not call it motor oil

 

[BMWTurboDzl]

Originally Posted by dishdude
If I walk into a QT or Sheetz and pick up a bottle of water in the cooler, I expect it to be fit for human consumption. Same goes for motor oil, selling used oil for a 1930 model year car is no different than selling bottled toilet water along side Fiji and Aquafina.


Would it matter if it was tap water, filtered tap water, spring water, distilled water? All of those are fit for human consumption however consuming a lot of distilled water is bad for you.

 

[BMWTurboDzl]

The relevant API spec however as the APQI stated API SA oils cannot be multi-grade. Sounds like the supplier is going to get in trouble with this one. Now I know why I used to see SAE 40 on bottles.

If people have a problem with the API spec then they really shouldn't have a problem when states outlaw older spec oils which have really high levels of additives that aren't needed in today's autos and just shorten the life of catalytic converter/DPF.

 

[Imp4]

Originally Posted by SubieRubyRoo
Originally Posted by Imp4
Straight from the API web page:
Originally Posted by API
For automotive gasoline engines, the latest engine oil service category includes the performance properties of each earlier category. If an automotive owner's manual calls for an API SJ or SL oil, an API SN oil will provide full protection.


Imp, I think this is the first time I have had something truly against what you've posted. Go ahead and read the quote you put again, this time with an objective view instead of a bloodthirsty one. "If a ...manual calls for API SJ or SL, an API SN oil will provide full protection." Well, this only covers cars from 2001 or so. The bottle is clearly marked SA, along with the EXACT wording on the API's website about its unsuitability for cars after 1930. There's no deceptive marketing; it's marked in at least two different places that it is API SA. Do I agree it probably has no place being sold? Absolutely. Do I think there is any merit to suing the company for deceptive practices? Absolutely not.

Hey Subie, no hard feelings, just a good discussion.
The statement from the API web page is an example.

The Amalie bottle also states:
Originally Posted by Amalie
This economical quality blended lubricant provides excellent and durable lubrication for automobile and truck engines to minimize oil consumption cost.

In as much at pre 1930 automobiles make up far less than 1% of the car population, it is clear that Amalie is sowing confusion by means of their labeling and, by extension, marketing tactics.

You may have interpreted my earlier response as bloodthirsty, but that was not the intent.

I think it's pretty clear here by both Amalie's packaging and confusing product labeling that they are being deceptive.

 

[WyrTwister]

Would this be ok to use on the chain of a chain saw ? Lawn mowers ?

I am guessing , if you had an oil burner / leakier , this is better than low oil ?

 

[Jimzz]

Originally Posted by SnowDrifter


They literally state on the bottle not for use in vehicles past 1930.

You mean the smallest print on the bottle that is also on the backside? Yea thats so clear, obvious, and easy to see. /s

The front says its a "premium" oil and makes no mention of it not having additives (SA) or not for vehicles made after 1930.

This is a good and valid lawsuit. I hope they take Amalie to the cleaners.

 

[SubieRubyRoo]

Just as I thought... a gold digger. I found out where this guy got the quote from Amalie VP... an article from 2003, which detailed California taking steps against API SA oils. Read this article, and it was actually the Coastal Unilube President Farmer that says the more damming statement, IMO:

Quote
Farmer, too, acknowledged that SA and SB oils don't stand up to current engine oil standards. He maintained, however, that most motorists who use them do so to a limited extent that may avoid damaging engines.

"It's amazing that people still buy them," he said. "But I think people are buying a quart at a time. They're not walking out with a case of it, so I don't think people are doing full changes with SA or SB."

Lazier said most companies that have had containers removed from shelves decide to stop selling SA and SB oils in California. If the trend continues, he said, motorists in the state may benefit simply from having less of such products available.

Farmer and Madden expressed skepticism, saying there will always be motorists who choose their oil based on price and that there will always be marketers to sell to them.

"I don't think it's going to have an impact at all," Farmer said. "How many people pick up a container and read the label on it?"


I still think, since this was 15 years ago, AOC will still slide off this lawsuit. They didn't successfully get California off their butts only to forget the lessons learned.

California report

 

[BMWTurboDzl]

Originally Posted by SubieRubyRoo
Just as I thought... a gold digger. I found out where this guy got the quote from Amalie VP... an article from 2003, which detailed California taking steps against API SA oils. Read this article, and it was actually the Coastal Unilube President Farmer that says the more damming statement, IMO:

Quote
Farmer, too, acknowledged that SA and SB oils don't stand up to current engine oil standards. He maintained, however, that most motorists who use them do so to a limited extent that may avoid damaging engines.

"It's amazing that people still buy them," he said. "But I think people are buying a quart at a time. They're not walking out with a case of it, so I don't think people are doing full changes with SA or SB."

Lazier said most companies that have had containers removed from shelves decide to stop selling SA and SB oils in California. If the trend continues, he said, motorists in the state may benefit simply from having less of such products available.

Farmer and Madden expressed skepticism, saying there will always be motorists who choose their oil based on price and that there will always be marketers to sell to them.

"I don't think it's going to have an impact at all," Farmer said. "How many people pick up a container and read the label on it?"


I still think, since this was 15 years ago, AOC will still slide off this lawsuit. They didn't successfully get California off their butts only to forget the lessons learned.

California report




Did you catch the part where the oil is labeled as 10w40 and not SAE 40? Apparently API SA oils cannot be multi-grade. If true then that would be false advertising.

 

[PimTac]

A lot of people would consider anything prior to 2010 as a old car.

 

[Dallas69]

Most of the public are not oil weirdos like here.
This oil has deceptive labeling for the grade since in 1930 there was no multi grade oil.
It is not marked clearly on the front about should be used in 1930 and older cars.
Lots of folks buy based on price and seeing this on a shelf next to any namebrand oil and just seeing the price difference, I can see folks buying it.
They can still sell it,just don't call it motor oil.
All the people here that say buyer beware need to go chase a jackrabbit.

 

[Food Scientist]

If Amalie does this then I wouldn't buy any products from them. If their morals include chasing the almighty dollar instead of protecting the general public, as they know most people don't read labels, then that is not a company I would want to do business with.

 

[Tom NJ]

Originally Posted by Shannow
They are intentionally creating an product and packaging that would lead the average person (note in Oz law, it's an average consumer that's the test, not a BITOGer, Terry Dyson, or oil company engineer that's the test subject) to incorrectly believe that it's appropriate for at least some of the cars in the carpark outside the store.


Exactly! You can bet that a lot of careful thought went into the design of that front label. Marketers know very well that many if not most consumers will not read the back label if the front label clearly states what they want to see. The front label is the primary communication to the buyer; it sends the message that they want the buyer to believe.

So what was Amalie's message to consumers when they chose to put the word PREMIUM in the largest capitalized print at the top of the front label? Were they trying to warn the buyer that the oil is not suitable for cars built in the last 88 years and could cause damage to their car? Or were they implying that the oil is of "premium" quality?

And what was the message with the racing flag? Could it be that the oil is a high performance product good enough for the grueling environment of racing?

And what was the message with the words "SPECIAL" and "Protects like no other"? These words imply that the oil stands out among competing products.

And what is the message with that round red swirl symbol, located where most oil labels position the round Starburst symbol?

Even the back label, for those who chose to turn the bottle around, continues with false and misleading statements, using words like "quality blend" and "protection against oxidation and corrosion" and "excellent and durable lubrication". And why select the words "older" cars; how many people would interpret "older" to extend back to 1930!

And to top it off, the oil is not even an SA grade! It is an SB.

It appears to me that that crucial front label was carefully designed to knowingly and intentionally deceive innocent consumers into believing this oil is not only suitable for their car engine, but actually superior.

There is no defense for such outright deception of 99% of the population. Only the 1% who actually know what SA means see nothing wrong with these labels. That tiny printed SA warning at the bottom of the back label does not excuse all the deception covering the rest of the labels. The fact is this oil can damage the vast majority of engines on the road today, and yet it is presented to the public as a "PREMIUM" and "SPECIAL" oil, a "quality blend" that "Protects like no others" and provides "excellent and durable lubrication" and even has some racing credentials. What kind of company does that?

Sorry, but this lawsuit is justified and has teeth, and I hope it serves as a warning to the many other marketers who misrepresent poor quality oils as suitable for the intended purpose.

Tom NJ

 

[stoan]

What a sleazy move by Amalie, producing this product in the first place, they know this stuff is going in modern cars. The fact that they even make the stuff tells you a lot about Amalie. I wish the plaintiffs all the best.

What's really sad is the people buying this crap are usually getting it in convenience stores and paying way more for it than they would pay for a quality affordable oil like Supertech.

 

[gathermewool]

Originally Posted by bbhero
Originally Posted by dishdude
If I walk into a QT or Sheetz and pick up a bottle of water in the cooler, I expect it to be fit for human consumption. Same goes for motor oil, selling used oil for a 1930 model year car is no different than selling bottled toilet water along side Fiji and Aquafina.



Great post here by dishdude ^^^^^.


+1