Lawsuit Claims Montgomery Ward Ads False : Courts: D.A. says stores falsely claimed that items were ‘on sale’ for limited periods.

SANTA ANA —  Montgomery Ward & Co. has used unfair business practices and false advertising to lure customers into its department stores in Orange County, according to a civil lawsuit filed Tuesday by the Orange County district attorney.

The suit, filed in Superior Court in Santa Ana, alleges that Montgomery Ward falsely told consumers that certain products were “on sale” for limited periods of time when sales actually lasted longer than indicated.

A spokeswoman for the retailer at its Chicago headquarters would not comment Tuesday on the allegations in the lawsuit “because it is pending litigation.”

The suit alleges that Montgomery Ward’s advertising was at times misleading because it blended sale and regular prices. “These ads did not clearly and conspicuously, by means of a qualifying statement, indicate that all items offered were not reduced,” according to the suit.

The civil suit also alleges that the retailer violated 1981 and 1990 permanent injunctions issued inSacramento County to prohibit “unfair business practices and false or misleading advertising,” said Jane L. Shade, deputy district attorney in Orange County.

Shade would not comment on which Montgomery Ward stores or products were involved in the advertising that the lawsuit alleges is unfair. The company has stores in Fullerton, Huntington Beach, Mission Viejo and Santa Ana.