Consumer Law at Your Fingertips

Food Packaging & Labeling

Fraudulent Representations

• Wisconsin Statutes section 100.18 broadly prohibits advertising and sales claims that are “untrue, deceptive or misleading.” This law applies to oral, written, electronic and broadcast claims. This includes written or graphic representations on product labels or at the point of sale. Violators may be prosecuted, and there is a private remedy for consumers. For more information, see Consumer Law topic, Advertising and Sales Claims.

• The Wisconsin Department of Agriculture, Trade and Consumer Protection (DATCP) regulates unfair business practices under Wisconsin Statutes section 100.20. DATCP rules regulate a number of packaging and labeling practices. Rule violators may be prosecuted, and there is a private remedy for consumers. For more information, see Consumer Law topic, Unfair Business Practices.