Consumer Law at Your Fingertips 

advertising & sales claims

Latent Hazards

  • Wisconsin Statutes section 100.18 prohibits deceptive advertising and sales practices. An advertisement or promotion may be deceptive if it fails to disclose serious latent hazards known to the seller. For more information, see Fraudulent Representations details.
  • A failure to disclose serious latent hazards may also constitute an unfair business practice. The Wisconsin Department of Agriculture, Trade and Consumer Protection may prohibit unfair business practices under Wisconsin Statutes section 100.20. Violators may be prosecuted, and there is a private remedy for consumers. For more information, see Consumer Law topic, Unfair Business Practices.

  • Bait & Switch
  • Close-Outs & Other Sales
  • Deceptive Packaging & Labeling
  • Energy Savings & Safety Claims
  • False Weight or Measure
  • Fraudulent Representations
  • "Free" & Combination Offers
  • Itinerant Sales
  • Latent Hazards
  • "Lowball" Advertising
  • Mail & E-Mail Solicitations
  • Performance Claims
  • Price Scanners
  • Prize Offers
  • "Puffery"
  • Savings Claims
  • Seller's Identity & Location
  • Telemarketing
  • Theft by Fraud
  • Unfair Business Practices
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