Pursuant to G. L. c. 93A, § 4, the Commonwealth, through the Attorney General, commenced a civil contempt action in the Superior Court against the defendant Fall River Motor Sales, Inc., for violation of an earlier consent judgment prohibiting the defendant from engaging in misleading advertising. The Commonwealth moved for summary judgment on the issue of contempt. The motion was allowed. After the defendant was adjudged in contempt, a judge of the Superior Court allowed the Commonwealth’s request for summary judgment on the issue of an appropriate penalty, assessed the defendant a civil penalty of $20,000, and made other orders of compliance. The defendant appealed from the judgment incorporating the civil penalty and compliance orders. We transferred the case to this court on our motion and now affirm the judgment.
The defendant is an automobile dealership which does business in the name Lynngate Motors. In 1984, the Commonwealth brought a civil enforcement action pursuant to G. L. c. 93A, § 4, seeking to enjoin the defendant from using “in
The parties jointly obtained an order setting a discovery schedule, Mass. R. Civ. P. 65.3 (g),
The defendant sought to schedule argument on its pending discovery motions and to postpone hearing on the Commonwealth’s summary judgment motion until after decision of the discovery controversy. The defendant also filed a memorandum of opposition to the summary judgment motion on its merits. Without expressly ruling on the discovery motions, a judge of the Superior Court granted summary judgment for the Commonwealth on the contempt issue and ordered a second hearing on the issue of the penalty.
The Commonwealth next moved to amend its original complaint to increase the amount of the penalty sought from $10,000 to $30,000. The defendant again moved to postpone the decision of the penalty issue pending a ruling on its discovery motions. After a nonevidentiary hearing, another judge of the Superior Court ordered the defendant to: (1) pay a $20,000 civil penalty; (2) comply with the consent judgment; (3) send to the Attorney General for one year copies of all “invoice price” advertisements; and (4) pay attorneys’ fees and costs to the Commonwealth.
The defendant does not deny that its advertisement violated the consent judgment and, consequently, that it was properly found in civil contempt. The defendant’s arguments are directed to the assessment of the $20,000 civil penalty. The defendant maintains that the judge erred in setting that penalty before it had the chance to complete discovery and in failing to make findings of fact and conclusions of law to support the amount of the penalty. The defendant also argues that its violation was de minimis and warranted only a nominal penalty. In the alternative, the defendant claims that it committed only one violation — not three — and that the maximum civil penalty should have been set at $10,000. Finally, the defendant argues that G. L. c. 93A, § 4, does not authorize the award of attorney’s fees and costs to the Commonwealth.
1. We take up the discovery point first. The defendant sought extensive discovery about similar cases brought by the
The defendant contends that it was error for the judge to have granted summary judgment on the civil penalty issue without first allowing it to complete its intended discovery. The defendant argues that the judge should have allowed its motions to compel discovery and granted a continuance until the discovery was complete. The information requested, the defendant claims, was necessary because it would show that the penalty sought by the Commonwealth in this case was grossly disproportionate when compared to the Commonwealth’s civil penalty policies in other cases. The defendant also claims that the information would have assisted the judge in setting the amount of the civil penalty.
The judge’s refusal to grant the continuance sought by the defendant was a discretionary ruling which will be set aside only upon a clear showing of an abuse of discretion. See
First Nat’l Bank
v.
Slade,
A continuance is appropriate if the party opposing a summary judgment motion shows that it cannot, without further discovery, “present by affidavits facts essential to justify [its] opposition.” Mass. R. Civ. P. 56 (f),
. In this case, the judge could have concluded that discovery with respect to the Commonwealth’s past recommendations and policies in other automobile dealer advertising cases was of little or no relevance to his assessment of the civil penalty. The amount of any civil penalty to be imposed under G. L. c. 93A, § 4, presents an issue substantially within the judge’s discretion; and, in determining the amount, the judge is not obliged to look to the information sought by the defendant’s discovery. See
United States
v.
ITT Continental Baking Co.,
The judge could also have considered that much of the discovery sought by the defendant appeared to be privileged as work product and would not have been allowed even if a continuance were granted. See generally
Hickman
v.
Taylor,
The judge could have found as well that the discovery seeking the factual basis of the Commonwealth’s claim that the advertisements were misleading or deceptive, requested facts which were already in the defendant’s possession. The defendant had copies of the advertisement and did, in fact, rely on information provided in discovery to argue that the advertisement was not false or misleading. Any additional discovery on this point would be of “marginal significance.” Blake Bros., supra at 561.
Based on the record before him, the judge did not abuse his discretion by refusing to grant a continuance, because he reasonably could have determined that the further discovery sought by the defendant would not be essential or helpful to oppose the Commonwealth’s summary judgment motion.
2. We next discuss briefly the issue concerning the written findings. The defendant contends that the judge erred in failing to enter written findings of fact or conclusions of law in support of the civil penalty assessed. Rule of Civil Procedure 65.3, however, which governs civil contempt actions, requires such findings only after a trial. Mass. R. Civ. P. 65.3 (h). The rule provides that contempt complaints shall be tried on their facts according to Mass. R. Civ. P. 52. Rule 52 provides that: “Findings of fact and conclusions of law are unnecessary on decisions of motions under Rules 12 or 56 ... “ Mass. R. Civ. P. 52 (a). Because the civil penalty in this case was determined pursuant to a rule 56 summary judgment motion, no written findings of fact or conclusions of law were necessary. See Greenleaf v. Massachusetts Bay Transp. Auth., 22 Mass. App. Ct. 426, 431 (1986).
We turn therefore to the defendant’s arguments concerning the amount of the civil penalty and the assessment of attorney’s fees and costs.
The penalty provision of G. L. c. 93A, § 4, provides: “Any person who violates the terms of an injunction or other order issued under this section shall forfeit and pay to the commonwealth a civil penalty of not more than ten thousand dollars for each violation.” Within this maximum, a judge possesses discretion to determine the amount of the penalty. See
United States
v.
ITT Continental Baking Co., supra
at 229 n.6;
United States
v.
T & S Brass & Bronze Works, Inc., supra
at 322;
United States
v.
Phelps Dodge Indus., Inc., supra
at 1362. Compare
Evans
v.
Yegen Assocs., Inc.,
The record before the judge permitted a conclusion that the defendant had not made a good faith effort to comply with the consent judgment. The advertisement was a clear violation of that judgment which explicitly required the defendant to include in any advertisement touting a sale involving factory invoice price “the exact dollar figure represented by the standard [viz., the total consideration paid by the dealer] and the actual price at which the vehicle or class of vehicles is offered for sale.” It was readily apparent, therefore, that the defendant had violated both of the principal affirmative requirements of the consent judgment.
The record also indicates that the advertisement was neither a technical violation nor the result of mistake, inad
The defendant argues that because the advertisement was truthful, any failure to include the actual factory invoice price or the actual sale price did not mislead or harm consumers. If accepted, this argument would undercut the basis of the consent judgment, which is premised on the fact that the proscribed advertising techniques, whether truthful or not, are inherently deceptive. See
Morgan
v.
Kerrigan,
The record also disclosed that a $20,000 civil penalty represented a small portion of the defendant’s gross income from the infractions. It has been disclosed in discovery that the defendant had received $126,396 in revenues in the first month following the advertisements, and that these revenues were a direct result of the promotion. The $20,000 represented an assessment which would deprive the defendant of some of the benefits derived from the violations.
Finally, the judge could have concluded that the civil penalty of $20,000 would vindicate the authority of the Commonwealth by deterring future violations by this defendant and others. If a nominal penalty were imposed, as is suggested by the defendant, similarly situated businesses might treat the penalty provision of the statute “as nothing more than an acceptable cost of violation rather than as a deterrence to violation.”
ITT Continental Baking Co., supra
at 231. See also
Reader’s Digest,
We also reject the defendant’s argument that the judge erred in assessing a civil penalty based on more than one violation. The judge could have reasoned that, although the defendant purchased the promotion in one single transaction, there had been three violations of the consent judgment, because the advertisement appeared three separate times in the Boston Globe. Under the penalty provision of the Federal Trade Commission Act
9
there is precedent that conduct of
Each time the advertisement appeared in the newspaper, the public was exposed to confusing and deceptive advertising practices in violation of the consent judgment. If only one violation were found, as the defendant suggests, because the advertisements were identical and were purchased in a single transaction, the effect of the penalty proceeding under the statute could be substantially diminished. Automobile dealers could place multiple contumacious advertisements for which there would be only a single penalty. In such a circumstance, the maximum $10,000 penalty might not be an adequate deterrent in the face of the size of the profits that could be earned by disregard of a judgment. See
Reader’s Digest,
4. Finally, we address the judge’s award of attorney’s fees and costs to the Commonwealth. As originally enacted in G. L. c. 93A, § 4, did not provide expressly for the Commonwealth’s recovery of its attorney’s fees and costs. In 1985 and 1987, the Legislature amended the first paragraph of § 4 to provide that, in addition to injunctive relief, the Commonwealth may also seek compensatory damages on behalf of injured parties, and, in obtaining relief, may recover its attorney’s fees and costs. See St. 1985, c. 468; St. 1987, c. 664, § 2. The last paragraph of § 4 has not been amended expressly to provide for the payment of attorney’s fees and costs in an action by the Commonwealth to assess a civil penalty for a violation of an outstanding injunction or order. The absence of any express language in the last paragraph of § 4 on attorney’s fees or costs leads the defendant to argue that the Legislature did not intend to permit their recovery in a contempt proceeding like the present one.
Judgment affirmed.
Notes
The first paragraph of G. L. c. 93A, § 4, as in effect in 1984, provides, in relevant part, as follows:
“Whenever the attorney general has reason to believe that any person is using or is about to use any method, act, or practice declared by section two to be unlawful, and that proceedings would be in the public interest, he may bring an action in the name of the commonwealth against such person to restrain by temporary restraining order or preliminary or permanent injunction the use of such method, act or practice. . . . [The] court may issue temporary restraining orders or preliminary or permanent injunctions and make such other orders or judgments as may be necessary [to remedy the violation].”
General Laws c. 93A, § 2 (a), declares unlawful “[ujnfair methods of competition and unfair or deceptive acts or practices in the conduct of any trade or commerce . ...” The Attorney General, pursuant to the authority conferred by G. L. c. 93A, § 2 (c), has adopted the following regulations in 940 Code Mass. Regs. § 5.02 (5), to interpret and apply the statute to the sale of motor vehicles.
“(5) It is an unfair or deceptive act or practice for a motor vehicle dealer to use, in connection with the advertising or sale of motor vehicles, the terms, (dealer’s cost), (wholesale), (invoice price), (factory billing), or other terms of like import or any other representation that a motor vehicle will be sold at, above, or below a cost or price standard, unless:
“(a) The cost or price standard represents the total consideration paid by the dealer to the manufacturer for the motor vehicle, and where no hold back, rebate, promotional fee or any other consideration has been or will be paid by the manufacturer to the dealer prior or subsequent to the purchase of the motor vehicle which in any way reduces, diminishes or offsets the cost to the dealer of purchasing the motor vehicle; and
“(b) The advertisement discloses, for each vehicle or class of vehicles offered for sale, and in close proximity to the reference to such standard and in equivalent type or print size thereto, the exact dollar figure represented by the standard and the actual price at which the vehicle or class of vehicles is offered for sale.”
The consent judgment tracks the language of 940 Code Mass. Regs. § 5.02(5) and provides in addition: “This judgment is entered pursuant to G. L. c. 93A, § 4, and any violation of this [jJudgment may subject the defendant to civil or criminal contempt sanctions.”
The last paragraph of G. L. c. 93A, § 4, provides as follows:
“Any person who violates the terms of an injunction or other order issued under this section shall forfeit and pay to the commonwealth a civil penalty of not more than ten thousand dollars for each violation. For the purposes of this section, the court issuing such an injunction or order shall retain jurisdiction, and the cause shall be continued, and in such case the attorney general acting in the name of the commonwealth may petition for recovery of such civil penalty.”
The Commonwealth supported its motion for summary judgment with facts established from its discovery. This information included data furnished by the defendant specifically identifying the automobiles sold in the one-month period following publication of the advertisement, the factory invoice price of each automobile, the defendant’s final cost including customer added accessories for each vehicle, the amount of other consideration, the final sales price, and the defendant’s explanations for prices of vehicles that exceeded 6.9% of factory invoice. The defendant filed two affidavits. The first affidavit, by its attorney, indicated that it could not adequately oppose summary judgment in the absence of the discovery it requested. The second affidavit, by the defendant’s treasurer, stated that the advertisement was “part of a single transaction” even though the advertisement appeared in the Boston Globe newspaper on three successive Sundays. The defendant furnished no other substantive material that might create a contested issue of fact on the penalty issue, nor did it contend that a disputed issue of material fact existed. The defendant instead chose to argue its position on the merits based on the facts established by the existing discovery and the affidavits described above.
The consent judgment required the defendant to inform all of its employees, agents, or servants who have responsibility for placing or authorizing advertisements of its terms. The violation, therefore, was shown to be substantial and not simply an oversight.
Further, as the Attorney General points out, the advertising took place in the heavily regulated area of automobile merchandising. The regulations involved in this case were designed to keep pace with the automobile industry’s efforts to develop sophisticated and subtle means of attracting customers. These devices include failing to disclose certain price items, advertising prices lower than the final sale (or “delivered”) price of a motor vehicle, and claiming that a “factory invoice” price slightly above dealer cost is being offered. The imprecision of terms such as “delivered price” and “factory invoice price” allows dealers to increase their prices without
The penalty provision of the Federal Trade Commission Act is similar to that of G. L. c. 93A, § 4, and reads as follows:
“Any person, partnership, or corporation who violates an order of the Commission after it has become final, and while such order is in effect, shall forfeit and pay to the United States a civil penalty of not more than $10,000 for each violation, which shall accrue to the United States and may be recovered in a civil action brought by the Attorney General of the United States. Each separate violation of such an order shall be a separate offense. ...” 15 U.S.C. § 45 (1) (1982).
The defendant claims that it was prejudiced because the complaint alleged only one violation, and the Commonwealth did not amend the complaint to allege three violations before moving for summary judgment. However, in its summary judgment motion the Commonwealth alleged three violations and asked for a $30,000 penalty. The Commonwealth had only learned during the course of discovery that the advertisement had appeared not once, but three times. In addition, prior to the summary judgment hearing on the penalty, the Commonwealth moved to amend its complaint to conform to the facts established by discovery. The defendant, thus, had ample notice and opportunity to defend against the allegation. See J.W. Smith & H.B. Zobel, Rules Practice § 15.7 (1974 & Supp. 1990). See also
Hamed
v.
Fadili,
Although the judge did not enter a formal order granting the Commonwealth’s motion to amend the pleadings, it is evident that he considered and allowed the Commonwealth’s motion to amend. See
Dunn
v.
Trans World
Airlines,
