March 12, 2019

Class Action Promotion Sites and Free Media: The Business of Making Claims Go Viral

Subscribe to Our Newsletter

Newsletter


Dean Gresham

|

March 12, 2019

Class action lawsuits are a much bigger risk today than they were 30 years ago. The internet has completely changed how consumers gain awareness of class action lawsuits and how they file claims for settlement benefits. As a result of these changes, class sizes have grown exponentially.

In years past, known class members received direct notice, via mail, of their right to file a claim. Additionally, claim notices and filing instructions might be posted in one or two relevant print publications. For many consumers, filing a claim was more trouble than it was worth.

Today, scores of websites and social media groups exist for two key purposes: (1) notifying the public of available class action settlement payouts; and (2) providing a quick and easy portal for filing claims. The impact of these sites is undeniable. For example, in one recent case against a supplement manufacturer, of the 44,000 consumers who filed a claim, approximately 41,000 came directly from class action promotion websites.

This article explores (a) the universe of these promotion sites; (b) the risks these sites pose to class action defendants; (c) the impact of free media and (d) whether, notwithstanding these websites, there is any way to minimize the risk of having a class action settlement going viral.

The reality of class action promotion sites is that they wouldn’t exist if they weren’t a successful revenue stream for their owners. And successful they are. The model is simple: the sites advertise “free money,” which promise generates huge online traffic, which induces advertisers to pay top dollar for ad placements guaranteed to reach big audiences. While many of them also claim to be promoting the common good by protecting consumers, they are undeniably generating income through advertising.

Indeed, one need look no further than the “ Advertise with us ” page of one of the top class action promotion sites. It boasts:

Top Class Actions is the #1 source of class action news online. Harness the power of our 5 million+ monthly page views and 705,000+ newsletter subscribers to drive up the number of Class Members who submit settlement claims or potential clients who are looking to participate in a consumer class action lawsuit or mass tort case. (Emphasis in the original.)

Other sites refer to class action payouts as “rebates” and advertise settlement funds on their homepage so they look like coupons that would be clipped from a newspaper. Still other sites purport to advertise class action settlement funds as part of the site owner’s “ passion for finding the best deals, bank promotions, credit card offers, cash back, points & miles, and everything in between.”

If there is one commonality amongst these class action promotion sites, it is that they’re very good at communicating that many class payouts do not require proof of purchase. For example, on the “ Frequently Asked Questions ” page of one popular site, the following questions and answers are presented:

Do I need to prove I purchased these products?

Many settlements require no proof or purchase whatsoever.

Why don’t you need a receipt? Couldn’t anyone file a claim?

This trust based system does open them up to abuse, by people filing fraudulent claims. The legal philosophy that underpins the system is that as the party that wronged consumers, it is better the company bear the cost of these fraudulent claims than to deny the victims their just compensation.

The only reference to the truthfulness of claims is a brief statement that “lying is not cool.” Given this “free money, low risk” atmosphere, it’s no wonder that so many settlement claims go viral.

In addition to claims promotion sites, settlements can go viral as a result of free media. At times, the news picks up the story organically. Often times, the promoter sites generate the media’s interest in a particular settlement. For example, in the Naked Juice settlement, ABC news reported that “Naked Juice fans who bought bottles of the beverage in the last six years could get up to $75 in payments from a $9 million class action settlement fund after plaintiffs questioned the company’s claims of ‘100 percent juice,’ ‘all natural’ and other labeling.” After ABC news ran its story, Huffington Post and others ran similar articles letting class members know that they were eligible for up to $75. As a result, 1.4 million Class Members went to the settlement website and filed 634,278 claims, seeking $31,713,900 in payments. Both Starkist and Redbull had settlements which were picked up by free media and experienced over 2.5 million claims each. In Redbull, the benefit was limited to $10 per household.

It appears these class action promotion sites are here to stay. Indeed, many are making the foray into social media as well. Top Class Actions has a nearly 750,000 person mailing list and 125,000 followers on Facebook alone. Additionally, free media is constantly looking for relevant content. Given the rampant popularity of the class action promotion concept and the thirst for relevant information, is there any way to avoid an onslaught of claims against class funds?

First, hire a notice expert who can design a media plan to meet constitutional due process, provide brand safe messaging and is intended to get the message out clearly to class members. At Risk Settlements, we can assist with this important task as we confront notice issues in every case.

Second, determine if there are appropriate antifraud provisions which can detect waste, fraud and abuse.

Third, empower the third party administrator to validate claims for fraud using customary processes.

Fourth, hedge your bets. Some companies seek risk transfer of known, threatened or pending litigation with solutions such as Class Action Settlement Insurance (“CASI”) or Litigation Buyout (LBO) Insurance (“LBO Insurance”). CASI provides an efficient resolution to expensive litigation at a known cost, mitigating a company’s concern that its settlement could go viral. LBO Insurance coverage is ideal when the company needs to ring-fence exposure due to M&A or other extraordinary business activity.

In this age of free online media and claims promoters, the financial risks and unknowns of class action lawsuits are greater than ever before. Popular brands seem especially vulnerable to viral media that spawn unprecedented take rates. In this climate, class defendants would be wise to seek any solution that could bring some certainty and finality to these inexact circumstances.

Certum Group Can Help

Get in touch to start discussing options.

Recent Content

By Ross Weiner • November 5, 2026
On November 3, 2026, the Second Circuit reversed the dismissal of a Defend Trade Secrets Act claim in SS&C Technologies Holdings, Inc. v. Arcesium LLC, No. 25-2049 (2d Cir. Nov. 3, 2026) (Sack, J., joined by Livingston and Carney, JJ.). It is a very plaintiff-friendly DTSA decision; anyone who underwrites or litigates trade secret cases in this Circuit should read it. The facts are familiar. SS&C owns Geneva, a portfolio accounting platform built over decades. Arcesium licensed Geneva under a reseller agreement that barred it from using Geneva to build a competing product. While it had access, Arcesium built its own platform, Trinity, in under three years (Geneva took decades!), pitched Geneva customers on Trinity having “the same” functionality, and built a second tool, Nautilus, to keep connecting to Geneva after the license expired. Internal emails showed employees acknowledging the “IP constraints” and being told not to describe Trinity’s requirements by reference to “what Geneva does.” The Southern District of New York found that SS&C had pleaded trade secrets but not misappropriation, and dismissed. The Second Circuit reversed. The Crux: Courts Shouldn’t Pick Between Competing Readings on a 12(b)(6) Motion The most important part of the opinion is its rebuke of how the district court used certain documents attached to the complaint. Prior to filing an amended complaint, the district court had ordered Arcesium to produce 23 documents that SS&C identified as integral to its case. SS&C quoted those documents in its complaint. Arcesium then attached the same emails, plus a declaration from its Head of Technology, to its motion to dismiss and offered its own innocent explanation of what they meant. The district court accepted that explanation. The Second Circuit identified two errors: Self-serving defendant documents shouldn’t be taken as true. Citing Pearson v. Gesner, the court said that when a plaintiff incorporates a defendant’s “unilateral writing,” the court must ask why the plaintiff relied on it, not accept “every word” as true. Arcesium’s internal emails were exactly that kind of document. No fact-finding on a motion to dismiss. The “more fundamental error” was that the court weighed Arcesium’s explanation against SS&C’s allegations and decided Arcesium had “the better interpretation.” That is fact-finding. The district court relied on the rule that when an incorporated document contradicts the complaint, the document controls. The Second Circuit answered: “Perhaps.” But the documents did not contradict SS&C. The parties simply read them differently, which “is, of course, to be expected in any litigation.” Courts may look at incorporated documents, but they may not “take on the role of the jury when doing so.” This matters well beyond software. In trade secret cases, the plaintiff’s best early evidence is often the defendant’s own emails, obtained through pre-suit discovery, a related case, or a whistleblower. Defendants routinely attach those emails to a motion to dismiss and argue an innocent reading. SS&C shuts that down at the pleading stage. Sharing With Customers Under NDA Is Permissible Arcesium argued that Geneva could not be a trade secret because every licensed user had access to the executable software, the integration layer, and the data model. The Second Circuit rejected that argument because it would create “a near-blanket rule that any information shared with a third party cannot be a trade secret.” Adopting the Ninth Circuit’s view, the court held that giving trade secrets to third parties “does not undermine a trade-secret claim, so long as the information was provided on an understanding of confidentiality.” SS&C alleged that Geneva could be accessed only by licensed customers bound by strict non-disclosure and confidentiality provisions. That was enough. For any business that licenses its secret sauce, whether software, data, or processes, this is the right answer and it is now settled in the Second Circuit. Specificity: Enough to Give Notice and No More Arcesium also made the usual argument that SS&C described only “extraordinarily general categories of information.” The court declined to adopt a “general specificity rule.” Following the Third Circuit in Oakwood Laboratories v. Thanoo, it held that a plaintiff “need not spell out the details of the trade secret to avoid dismissal.” The complaint only needs to identify the secret with enough specificity to “place a defendant on notice of the bases for the claim” and let it “ascertain at least the boundaries within which the secret lies.” SS&C met that standard by doing more than listing categories. It described what each component does (for example, the database that stores portfolio, price, and transaction data) and how it is used (for example, the integration layer that lets developers run Geneva functions and move data in and out). The court contrasted that with a complaint that claimed only a “core brand and marketing plan strategy.” The lesson is to describe what the secret does and why it matters, not to disclose the secret itself in a public pleading. “Use” Is Very Broad The Second Circuit had never defined “use” under the DTSA. It now has, and the definition is expansive: “any exploitation of the trade secret that is likely to result in injury to the trade secret owner or enrichment to the defendant.” That includes marketing goods that embody the secret, relying on it to speed up research and development, and soliciting customers with it. Trade secrets “need not be exactly copied,” a product that is merely “similar” can be enough, and the court cited with approval district court cases finding use where a defendant studied the information to “increase his knowledge base.” SS&C’s allegations fit easily: Trinity was built in under three years against Geneva’s decades, Arcesium went live eight months after its CEO said a transition would take at least twelve, and it sold Trinity to Geneva customers as able to mimic Geneva’s functionality. Taken together and against the license restrictions, that stated a claim. Why It Matters The court was careful to say it was not ruling on the merits or on the right reading of the emails, and SS&C still has to prove its case. But at the pleading stage, SS&C v. Arcesium tilts the field toward DTSA plaintiffs in four ways: confidentiality agreements with customers are reasonable measures; specificity means notice, not a blueprint; “use” reaches nearly any exploitation of the secret; and courts may not credit a defendant’s spin on its own documents to end a case early. From a funder’s perspective, that matters. Early dismissal risk is one of the biggest variables in pricing a trade secret case, and this decision meaningfully reduces it for well-pleaded claims in the Second Circuit. Read the Second Circuit’s full opinion HERE . For a deeper look at how we evaluate these cases, see Certum’s Trade Secret Playbook . If you are evaluating a live dispute—or simply want to pressure-test what a matter is worth and how it might be funded—get in touch. A confidential conversation with Certum is free and carries no obligation, whether or not you ultimately seek funding. Reach us at certumgroup.com/contact-us .
By Certum Group Team • November 3, 2026
Certum’s Will Marra published an op-ed in yesterday’s Wall Street Journal drawing lessons from the recent collapse of Weil Gotshal for broader debates about third-party litigation funding and outside investment in law firms. Marra builds on scholarship by John Morley of Yale Law School, who has demonstrated that two legal ethics rules can contribute to the swift collapse of law firms. Those rules are Rule 5.4, which bars non-lawyer investment in law firms, and Rule 5.6, which bars non-competes for lawyers. Marra argues that these two rules affect every firm every day, by making it harder for them to make long-term investments that could reduce the cost of legal services, improve client service, and benefit the civil justice system. Marra suggests that reforming Rules 5.4 and 5.6 could not only help prevent the sudden collapse of the Weils of tomorrow but also improve the legal system writ large. The article is available at this link . For some of Will’s other commentary on litigation finance and the civil justice system, please see the article Litigation Finance in the Market Square , which was co-authored with Certum’s Scholar in Residence, Suneal Bedi , and was published last year by the Southern California Law Review.
By Patrick Dempsey • October 27, 2026
This is the fifth post in Certum Group's seven-part series bringing our Trade Secret Litigation Playbook to the blog. It draws on Part V of the Playbook, Choosing Counsel and Structuring the Economics. Read or download the full Playbook here . The most common mistake I see claim holders make is also the most understandable one: they sign a law firm to a full contingency before they ever talk to a funder. A firm offering to take the whole case on contingency feels like a gift. You spend nothing, the firm carries the risk, and you share the upside only if you win. What could be wrong with that? When you look at cases side by side, quite a lot. A claim holder who engages a funder first and then hires counsel on a hybrid structure typically keeps substantially more of the recovery. To see why, start with the three ways to pay for a case. The three fee structures Hourly is the traditional model: you pay standard rates as the work is done, you own the outcome, and you bear 100% of the cost, win or lose. It fits deep-pocketed companies that want complete control, and smaller matters where alternative structures are hard to price. Full contingency puts the firm's fees entirely at risk, paid only from the recovery, usually at 33% to 40% of whatever comes in. It is attractive when you have limited capital, and the willingness of a good firm to take it is a genuine signal of merit. But it carries a real cost: that 30-to-40-percent-plus is meaningfully more than the combined economics of a hybrid or funded structure. Hybrid — shared risk — is the sweet spot for most matters between roughly $10 million and $250 million. The firm discounts its hourly rate, often steeply, in exchange for a smaller contingent premium on success. It preserves alignment while avoiding the full-contingency tax, and it becomes especially powerful when a funder pays the discounted fees, the claim holder pays nothing out of pocket, and counsel keeps meaningful upside. Why sequence changes the outcome Here is the part that sounds counterintuitive until you run the math. A 33-to-40-percent contingency leaves you with 60 to 67 cents of every recovery dollar. A hybrid structure — where counsel takes a smaller contingency, often 15 to 25 percent, layered on a discounted hourly fee that a funder pays — frequently leaves the claim holder with 50 to 65 percent after the funder's return, and sometimes more. The precise economics depend on the size and shape of the case, but the direction is robust: full contingency is rarely the cheapest path for a strong claim. Sequence matters because leverage is perishable. Once you sign a full-contingency engagement letter, the firm has effectively "bought" the case for its own investment committee, and switching firms afterward is expensive and awkward. With a funder in place and a hybrid structure available, you keep your optionality — you can hire the very best trial firm for your matter, rather than the best firm that happened to be willing to shoulder full risk. A funder's "no" is also valuable There is a quieter benefit, too. When a sophisticated institutional investor is willing to deploy non-recourse capital against your claim, that is one of the strongest external validations of case quality you can get, and counsel reads it that way. But even a decline is useful: it tells you where the weaknesses are — thin damages, a collectability problem, an identification gap — while you can still fix them, and before you have committed to a firm. Either way, you learn something you would rather know now than a year in. The sequence to consider In practice it looks like this. Retain trade secret counsel on a focused, limited-scope engagement to run an initial case assessment under privilege. While that is underway, open a confidential conversation with one or more funders, sharing the same materials. Use the funder's view — its willingness to fund, its read on damages, its suggested economics — to inform your choice of trial counsel. Then interview firms with that information in hand and propose a hybrid structure supported by the funder. Done well, the engagement letter, the funding agreement, and your preservation protocols can all be signed within the same week. None of this is a knock on contingency counsel, many of whom are excellent. It is simply a reminder that the cheapest-looking option at signing is often the most expensive one at resolution — and that a short conversation, before you sign anything, can be worth a large share of the recovery. Go deeper with the Playbook. This post covers one piece of a much larger picture. For the full framework — what the law requires, what a strong pre-filing case looks like, how damages experts value these matters, how counsel fee structures change your economics, and how litigation finance fits in — read Certum Group's Trade Secret Litigation Playbook , our field guide for business owners and the counsel who advise them: certumgroup.com/the-trade-secret-playbook . And if you are evaluating a live dispute — or simply want to pressure-test what a matter is worth and how it might be funded — get in touch. A confidential conversation with Certum is free and carries no obligation, whether or not you ultimately seek funding. Reach us at certumgroup.com/contact-us .