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SAN DIEGO, CA — Rich Allison is a former Marine Corps captain who was never in combat. Now he is on the front lines of the culture wars.

Mr. Allison, 47, is a key player in a movement of men’s rights activists challenging female-focused businesses, marketing strategies, educational programs and civic projects that have surged since the election of President Trump in November 2016 and the #MeToo movement.

The article goes on to state the following:

He has been a plaintiff in 13 lawsuits, most of which cite discrimination against men in violation of California’s Unruh Civil Rights Act, named for the politician Jesse Unruh, known as “Big Daddy.” It outlaws discrimination against all people by any type of business establishment in the state, regardless of a person’s sex, race and other characteristics. Mr. Allison and his cohort would like to remind everyone that Unruh’s broad promise of “full and equal accommodations, advantages, facilities, privileges or services” extends to men.

According to the report, Mr. Allison is frequently joined in his efforts for equality at the National Coalition for Men by Allan Candelore, 34, another N.C.F.M. member, and Harry Crouch, 68, the coalition’s president.

The report continues:

Mr. Allison, Mr. Candelore and Mr. Crouch all say that their court actions benefit women’s rights because special-drink offers and differences in cover charges, in particular, are often intended to draw female customers as a bait for men.

“If you’re giving preferential treatment to women, you’re discriminating against them as well,” Mr. Crouch said. “That’s funny, but you are. You’re exploiting them.”

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