[co-author: Stephanie Kozol]*
Last week, Michigan Attorney General (AG) Dana Nessel formally launched an investigation under the Michigan Consumer Protection Act (MCPA) into the marketing and business practices of a group of interconnected pest control companies operating under various aliases across Michigan and surrounding states. As part of the investigation, civil subpoenas were served on Kyle Scappaticci, Emily Scappaticci, and Kevin Scappaticci, who allegedly run numerous pest and wildlife control businesses, including Pestway LLC, Michigan Wildlife Removal LLC, and Platinum Wildlife Removal LLC.
The investigation was authorized by an order from Ingham County Circuit Judge James Jamo, after a probable cause was established to prove that the Scappaticcis employ deceptive business practices and provide false or misleading information to consumers about their businesses, often advertising them to be distinct, local, and licensed, when they are not.
According to the AG’s office, there is probable cause to believe the businesses create multiple websites posing as distinct, local pest control companies in order to deceptively boost their search rankings and attract more customers. In reality, these websites are simply masks for the larger interconnected operation run by the Scappaticcis.
Additionally, the AG’s office alleged that the Scappaticcis provide misleading or false information about the interrelation between their businesses, utilizing artificial buyouts between their own entities to negate warranties purchased by customers.
“Consumers should carefully scrutinize businesses they find from casual web searches,” cautioned Nessel. “Not every business proclaiming to be a local, licensed operator lives up to their billing. Scammers and unscrupulous businesses are clever and understand how to game search results and listings to prioritize their services.” She advised the public to research companies thoroughly through resources like the Better Business Bureau before hiring them.
Why It Matters
This investigation serves as an important reminder for both consumers and businesses to be aware of deceptive tactics sometimes used in search engine optimization and digital marketing. It underscores the regulatory risks businesses can face when using deceptive tactics like posing as local companies or making false licensing claims, and reminds businesses to be aware of what constitutes potential consumer protection violations.
*Senior Government Relations Manager
