DP's Office

Faking Dealership Reviews Online Leads to Trouble

February 2012, Auto Dealer Today - WebXclusive

by Thomas B. Hudson, Esq. - Also by this author

Say Hello to Your Attorney General

I’m one of those people who are challenged by technology. Consequently, at our law firm, we hire folks around our office to assist with computers, PDAs, the Internet, our websites, smart phones, dumb phones, social messaging and other modern-day mysteries. You probably have such people at your dealership, too. They’re easy to recognize—they’re on the short side because they tend to be 12 or 13 years old.

I thought of these munchkin techies the other day when my friend Kat Messenger of Carolina Dealer Training, LLC, shared with me a news story about an enforcement action against a Florida dealership dealing with, among other things, the dealership’s alleged practice of posting false reviews of the dealership on the Internet. The news story got my attention, and my curiosity sent me to the website of the Attorney General of Florida.

A news release on the site announced that Florida Attorney General Pam Bondi’s office has sued a Jacksonville used car dealership for alleged violations of Florida’s consumer protection law, including the posting of the allegedly false reviews on the Internet. Saying that nearly 80 consumers had filed complaints with her office, the AG accused the defendants, Beach Boulevard Automotive, Inc., Beach Boulevard Auto Finance, Inc., John King, Sr., and Barbara King, of unfair and deceptive business practices. The lawsuit seeks restitution for harmed consumers, civil penalties of up to $15,000 per violation, attorneys’ fees and costs, and injunctive relief.

The AG’s news release claimed that the dealership posted those false reviews and that those reviews and a number of other practices were violations of Florida’s Deceptive and Unfair Trade Practices Act. My immediate reaction to the false-reviews allegation was that activity of that sort – posting those false reviews – might be a 13-year-old kid’s idea of a really cool sort of mischief. (Does anyone say “cool” anymore?)

In addition to the Internet claim, the AG’s charges included: installing GPS devices on customers’ cars without their knowledge; requiring certain consumers to purchase credit life insurance, credit disability insurance and GAP insurance as a condition of sale; adding to the price of the car a pre-printed, flat charge entitled “Pre-Delivery Inspection” using the pre-printed Used Vehicle Bill of Sale without disclosing the nature and purpose of the fee and without providing required disclosures; keeping consumers’ deposits without adequate disclosure; engaging in the business of selling motor vehicle retail installment contracts without a license through the Office of Financial Regulation; and wrongfully, unfairly and unconscionably repossessing consumers’ vehicles.

This story came along just when I was discussing with Dave Robertson, the executive director of the Association of Finance and Insurance Professionals, the topic of state and federal unfair and deceptive acts and practices, or UDAP laws. Dave asked me for examples of acts by a dealer that an AG might claim were “unfair” or “deceptive.” The laundry list above provides a pretty good sampling of the sorts of dealer conduct that would, at least to this AG, support a UDAP claim.

According to a local TV station, King called the lawsuit “frivolous.” He might learn otherwise. Florida’s Deceptive and Unfair Trade Practices Act is typical of UDAP laws. Most states have a form of UDAP law, and such laws are among the favorite tools employed by AGs and plaintiffs’ lawyers against dealers. The laws typically use very general terms and are broadly written. If the AG alleges that certain conduct runs afoul of a UDAP law, and the jury agrees, Mr. King might find that the allegedly bad conduct is, in fact, against the law. But don’t forget; we’ve only heard one side of this story. The AG still has to prove her allegations in court.

The “false reviews” claim is likely to be framed by the AG as a type of false advertising claim. That might not be the end of the matter, though. Perhaps an enterprising plaintiffs’ lawyer might try to parlay the AG’s action into a private UDAP lawsuit for damages, or try to turn those allegedly false reviews into a private lawsuit claim based on fraud.

So if those giggles you hear from the back room of your shop are those 13-year-old kids that you hired to work on your website, you might want to wander back there and take a look at what they are up to.

Vol. 8, Issue 12


  1. 1. Frank [ March 28, 2012 @ 10:24AM ]

    The Respondent might call this "frivolous", but the retainer fees he pays an attorney to prevail on this action petitioned by the AG's Office are not so frivolous.

    Thomas, what would your retainer be at if this dealer walked into your office to represent him as the respondent ?

  2. 2. Veda B. Jenkins Gramling [ March 13, 2014 @ 05:32PM ]

    CROOKS!!!!!!!!!! the whole carlot especially Marie McCoy Trailer Park Trash!!!!!!! She's sooooo ignorant and such a BIG LIAR!!!!!!

  3. 3. Veda B. Jenkins Gramling [ March 13, 2014 @ 05:36PM ]

    John King, Sr. is trailer park trash too!!!!! The man is sooooo evil. God will give him his in the end.

  4. 4. Veda B. Jenkins Gramling [ March 13, 2014 @ 05:45PM ]

    John King, Sr. owner of Beach Blvd Automotive is trying to rip my husband and me off with false unfair charges on our 2004 GMC Yukon we have an oil leak they didn't repair he took our truck payment and put it on repair payments they didn't repair he won't get away with this he's a thief. He's business should be closed down. We will fight for our rights!!!!!!

  5. 5. S.PETERSON [ May 09, 2014 @ 09:41PM ]

    This man John king is a rip off he charged me a repo fee on 5/1/2014when my car was never repossessed he never told me or had my consent about the GPS then the office don't communicate with each other which then when so call late fees and repo fees the accumulate the customer me or you are left to pay Lorie will okay one thing then John does another but never involving the customer Lorie gave the ok too then this man came to my kids after school program with 5 men to he put his hands on my 12 year old son trying to get him out the car I called the police to file a report and AS A MOTHER I WILL NOT LET HIM GET AWAY WITH PUTTING HIS HAND ON MY SON which he lied and told me he never reached in my car but told the officer he was trying to get my keys from my son he is a CROOK AND GOD WILL PUNISH EVERYONE OF THEM ESPECIALLY WHEN HE TOUCHES GODS CHILD HE IS AN EVIL MAN AND I WILL DO EVERYTHING IN MY POWER TO MAKE SURE THIS MAN NEVER ATTEMPTS TO PUT HIS HAND ON ANOTHER CHILD OR ANYONE FOR THAT MATTER

  6. 6. R marett [ March 02, 2017 @ 02:30PM ]

    After reading the above I shall avoid all contact with beach blvd autos.

  7. 7. Legal Eagle [ October 10, 2017 @ 09:36AM ]

    Do not - repeat DO NOT go to this dealership - it is all a scam, rip off. John King appears to need medication for mental stability? They are used to dealing with people who do not have many options for whatever reason to purchase a vehicle and take advantage of them every step of the way. They have lots of turnover in staff - one former staff person said, "I had to quit - I couldn't sleep at night know what we were / are doing to people."


Your Comment

Please note that comments may be moderated. 
Leave this field empty:
Your Name:  
Your Email: