Best Buy TCL TV Inquiry Exposes Alleged Fake Sale Price Schemes

Class action attorneys are scrutinizing allegations that Best Buy advertised TCL TVs at discounted prices by inflating the allegedly “original” prices, which were rarely, if ever, actually charged to consumers. 

Between 2023 and 2024, shoppers who thought they scored great deals on these electronics may have paid regular retail values disguised as discounts.

The Best Buy investigation focuses on deceptive pricing practices that violate Federal Trade Commission (FTC) guidelines and consumer protection laws nationwide.

Which TCL TV Models Are Under Investigation?

The TCL TV investigation specifically targets three models that attorneys argue were marketed with fake discounts:

• TCL 65" Class 6-Series Mini-LED QLED (Model 65R646): A premium television featuring quantum dot technology and mini-LED backlighting, typically advertised as a high-end option with supposed savings of hundreds of dollars.
• TCL 75" Class 6-Series Mini-LED QLED (Model 75R635): A larger variant offering similar QLED technology, Roku smart features, and Dolby Vision HDR support.
• TCL 85" Class 4-Series LED (Model 85S446): The biggest screen in the investigation, marketed as an affordable large-format option with Google TV integration.

Law firms investigating the alleged false discount claims say evidence suggests that Best Buy consistently used misleading placards and online listings for these particular models. They claim displays showed strikethrough "original" amounts that created an illusion of savings at retail and online locations.

Attorneys also claim the company never legitimately offered the products at its advertised reference price for any meaningful period before the supposed discounts appeared.

How FTC Guidelines Define Deceptive Pricing

The FTC's Guides Against Deceptive Pricing establish clear rules for how retailers can advertise discounts. 

According to the publication, any former price used in advertising must represent the "actual, bona fide price" at which the product was regularly offered to the public for a reasonably substantial period.

False reference pricing violates the FTCA when retailers:

• List products at inflated original prices that they never actually charged.
• Create fake markdowns from prices that existed only briefly or theoretically.
• Advertise perpetual "sales" that never end.
• Use deceptive pricing to mislead consumers about value.

The FTCA also requires that reference prices reflect genuine market conditions. 

When a retailer uses false original pricing, they gain an unfair advantage by making consumers believe they're getting a better deal than competitors' offers. 

Retail price fraud may result in significant civil penalties, including monetary damages and injunctive relief requiring changes to advertising practices.

Consumer protection law violations can also bring government enforcement actions and private class action litigation. 

Best Buy's Alleged False Urgency and Artificial Discount Tactics

The retail TCL TV fraud investigation reveals sophisticated strategies allegedly designed to manipulate consumer psychology. 

Despite advertising "limited-time offers," the Best Buy lawsuit claims these promotions continue indefinitely. The false sense of urgency is argued to have pushed consumers to make immediate purchasing decisions, fearing they'll miss out on savings that don't exist.

By alledgedly setting artificially high "original" prices, Best Buy can advertise substantial percentage discounts without actually reducing its profit margins. A TV listed at $1,500 marked down to $1,000 seems like a great deal - unless that TV was never truly offered at $1,500.

Online and in-store price tags constantly show items on "sale," but investigators found these sale prices often represent the regular retail price. The supposed original price is argued to exist only to create the illusion of value.

According to class action attorneys, misleading pricing tactics exploit well-documented cognitive biases. Consumers are more likely to purchase products when they believe they're getting a discount, even if the final price equals what they'd pay elsewhere without any claimed markdown.

Why This Investigation Matters Beyond TCL TVs

While the current investigation focuses on specific TCL television models, the implications extend beyond these products.

If attorneys prove Best Buy systematically used fake discounts on these TVs, it may suggest similar practices might affect other electronics and appliances throughout the store.

The precedent set by this investigation could reshape retail pricing practices across the industry. 

A proposed class action filed in California federal court in January 2025 expanded the scope of Best Buy's alleged fake discount scheme beyond just TCL televisions.

The lawsuit claims Best Buy engaged in a "massive" false advertising campaign affecting TVs and major appliances across its retail and online channels.

California plaintiff Marylin Kay says she visited a Best Buy store in December 2023 to purchase a washing machine. The price placard showed an LG washer originally priced at $1,099.99, marked down to $799.99 for a "limited time." Believing she was taking advantage of a legitimate sale, she claims she made the purchase.

However, her lawsuit alleges this washer had been continuously offered at the $799.99 "sale price" for at least three months prior, and Best Buy never actually sold it for $1,099.99. The supposed discount was perpetual or near-perpetual, creating a false sense of urgency and value.

This broader lawsuit may strengthen the TCL TV investigation by establishing a pattern of behavior.

How Affected Consumers Can Join the Investigation

Law firms investigating the Best Buy TCL TV false discount claims may soon need to hear from consumers who purchased the affected models. 

If you bought one of the three TCL TV models listed above from Best Buy in 2023 or 2024 during a supposed sale, your experience could help build the case.

Participating in the investigation would require:

• Proof of purchase (receipts, credit card statements, or order confirmations).
• Details about when and where you bought the TV.
• Information about advertised prices and discounts.
• Your contact information for follow-up.

Joining the investigation would typically cost nothing and create no obligation to pursue legal action. 

However, providing information to an attorney or legal representative may provoke a Best Buy TCL TV class action lawsuit that may provide meaningful relief for you and affected customers.

Retail Pricing Future Transparency

Technology should eventually play a role in promoting retail pricing transparency.

Price tracking tools, browser extensions, and mobile apps make verifying whether advertised discounts reflect genuine savings easier than ever. 

As these resources become more widespread, fake sales become harder to maintain, and consumers become more aware of phony pricing tactics, forcing retailers to abandon deceptive practices that have become industry standard.

Consumers can also support legal efforts that challenge fake pricing strategies, helping to create a more honest and transparent marketplace where false discounts and artificial urgency don't obscure genuine value.