Lawsuit Dismissed Against Company for “WWJD” Motto

A federal class action lawsuit against Bullseye Collection Agency (Bullseye), which challenged Bullseye’s “WWJD” business motto, an acronym for “What Would Jesus Do?”, has now been dismissed with prejudice.

The Plaintiffs in that suit, Mark and Sara Neill, claimed they were harassed and oppressed when they received a collection letter from Bullseye that contained the same “WWJD” motto that Bullseye includes on all of its business communications. Bullseye, a small, family-owned business, says it uses the motto as a reminder to act with diligence and respect in an industry traditionally characterized by ruthlessness and incivility.

Instead of abandoning its motto, Bullseye fought back with the assistance of Liberty Counsel, a legal firm dedicated to advancing religious freedom, the sanctity of human life, and the traditional family. Bullseye argued that “WWJD” is not oppressive as a matter of law and cannot violate the law. They also argued that if any law did prohibit the use of “WWJD” as a business motto, then such a law is unconstitutional, because it would violate Bullseye’s freedom of speech, freedom of religion and equal protection rights.

In addition to defending Bullseye, Liberty Counsel also filed a comprehensive counterclaim against the Neills and another company, Bureau of Collection Recovery, LLC (BCR). Bullseye says that it discovered that Mr. Neill in fact was the president of BCR, a giant competitor collection company with offices in the United States and India. Bullseye alleged that the Neills and BCR engaged in a conspiracy to harm Bullseye competitively and to deprive Bullseye of its constitutional rights.

Upon receiving Bullseye’s counterclaim, however, the Neills decided to abandon their suit against Bullseye. They dismissed with prejudice each of their claims, such that they can never bring them again in any court. As a result, Bullseye remains free to use “WWJD” on its stationery.

Horatio Mihet, Senior Litigation Counsel for Liberty Counsel, stated, “Neither the law nor the courtroom provides refuge for those wishing to harm others with their intolerance of Christian viewpoints. Christian men and women in business need not check their faith at the door of the marketplace.”

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