Question??? Do you remove the O-ring seal and coat it with oil "all around" and then put it back on the filter, or do you just coat the top surface of the O-ring on the filter? I make sure I do the whole ring by taking it off the filter and coating it all over. Then tighten it BY HAND ONLY. Do NOT overtighten it with a filter wrench!!!! You can make it as tight as you can with your hand, just don't use some tool. (I use a rubber sleeve slipped on the filter to tighten it because my hands are not very strong.) And yes, clean off the engine's filter seating surface with a paper towel.
