Bench Craft Company Lawsuit

The Bench Craft Company lawsuit shook the world of golf course advertising, casting a shadow of doubt on industry practices and leaving a trail of legal and ethical ramifications.

This article delves into the intricate threads of this case, unraveling its history, allegations, key players, and lasting impact.

Bench Craft Company: A Brief Overview

Bench Craft, established in 1996, specialized in placing advertisements on golf carts. They promised businesses targeted access to high-income golfers through their network of courses.

Bench Craft Company: A Brief Overview

Their rapid growth, however, sparked suspicion, eventually culminating in a class-action lawsuit in 2015.

History Behind Bench Craft Company Lawsuit:

The lawsuit stemmed from growing concerns about Bench Craft’s marketing tactics. Businesses alleged:

  • Misrepresentation of Advertising Reach: Bench Craft allegedly inflated audience numbers and demographics, attracting investments based on false promises.
  • Undisclosed Rebates: They were accused of accepting large rebates from golf courses without informing advertisers, skewing their reported audience reach.
  • Predatory Sales Practices: Aggressive sales tactics and deceptive contracts were also cited, with businesses feeling pressured into signing unfavorable agreements.

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Allegations On Bench Craft Company:

The lawsuit presented a multi-pronged attack on Bench Craft’s practices:

  • False Advertising: Overstating audience size and exaggerating the demographics of golfers exposed to the advertisements.
  • Unfair Business Practices: Accepting rebates without disclosure, creating an unfair advantage for certain advertisers.
  • Breach of Contract: Failing to deliver promised audience reach and violating terms of signed agreements.

Key Players Involved In Bench Craft Company Lawsuit

  • Plaintiffs: A class of businesses who had purchased advertising space from Bench Craft.
  • Defendants: Bench Craft Company and its executives.
  • Legal Teams: Lawyers representing both sides in a protracted legal battle.
  • Judge: Overseeing the legal proceedings and issuing rulings on key motions.

Key Phases of Bench Craft Company Lawsuit

The lawsuit unfolded over several years:

  • Discovery: Gathering evidence and depositions of key figures.
  • Motions: Both sides filed legal motions to dismiss claims or exclude evidence.
  • Settlement Negotiations: Attempts were made to reach an out-of-court settlement.
  • Trial: If settlement failed, the case would proceed to trial.

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How Bench Craft Company Lawsuit Was Negotiated?

  • Mediation: A neutral third party attempted to broker a settlement acceptable to both sides.
  • Direct Negotiations: Lawyers for both parties engaged in direct discussions to reach an agreement.
  • Pressure & Incentives: Both sides weighed the costs and risks of continuing litigation, eventually leading to a settlement.
How Bench Craft Company Lawsuit Was Negotiated?

Impact On Industries & Consumers:

The lawsuit sent ripples through the advertising and golf industries:

  • Heightened Scrutiny: Regulatory bodies and consumers became more skeptical of golf course advertising claims.
  • Market Shifts: Some businesses moved away from Bench Craft and similar models, seeking transparent advertising solutions.
  • Legal Precedent: The case set legal precedents for deceptive advertising practices within the golf industry.

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Lessons Learned:

The Bench Craft saga offers valuable lessons for businesses and consumers:

  • Transparency & Ethics: Prioritize ethical marketing practices and transparent communication with clients.
  • Due Diligence: Conduct thorough research before entering into advertising agreements, scrutinize promises and contracts.
  • Legal Awareness: Understand legal rights and potential liabilities when engaging in advertising contracts.


The Bench Craft Company lawsuit exposed the dark side of deceptive marketing practices in the golf industry.

While the case concluded with a settlement, its impact continues to resonate, serving as a stark reminder of the importance of transparency, ethics, and consumer protection in the world of advertising.


Q1. What was the main controversy surrounding Bench Craft?

Bench Craft was accused of false advertising: inflating audience reach, accepting hidden rebates, and using aggressive sales tactics to mislead businesses about the effectiveness of their advertising.

Q2. Who sued Bench Craft?

A class action lawsuit was filed by a group of businesses who paid for advertising through Bench Craft.

Q3. What were the key allegations against Bench Craft?

The lawsuit focused on three main points: false advertising, unfair business practices (hidden rebates), and breach of contract (failing to deliver promised reach).

Q4. How did the lawsuit impact the golf industry?

The lawsuit triggered increased scrutiny on advertising practices and led to shifts in marketing strategies within the industry. It also set legal precedents for deceptive advertising within golf.

Q5. What lessons can be learned from the Bench Craft case?

Businesses should prioritize transparency and ethical practices, conduct thorough research before entering advertising agreements, and be aware of their legal rights and liabilities.

Q6. Was Bench Craft found guilty?

The lawsuit did not go to trial and was eventually settled out of court. This means there was no official finding of guilt, but Bench Craft did agree to a financial settlement with the plaintiffs.

Q7. Does this lawsuit affect me as a golfer or consumer?

The lawsuit highlights the importance of being critical of advertising claims and conducting your own research before making purchasing decisions. It also demonstrates the need for strong consumer protection laws and regulations within the advertising industry.

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