Consumer Law at Your Fingertips

Food Packaging & Labeling

Savings Claims

• Wisconsin Statutes section 100.18 prohibits deceptive advertising and sales practices, including deceptive savings claims on product labels.

• The Wisconsin Department of Agriculture, Trade and Consumer Protection regulates unfair and deceptive business practices. DATCP has adopted specific rules for price comparison advertising, including price comparisons on product labels:

• The rules apply to claims like: “50% off,” “Save 1/3,” “Half-price sale,” “Was $20, now $5,” “$50 value, now $15” or “$20, compare elsewhere at $45.”

• The rules prohibit phony savings claims. Comparison values must be based on actual sale prices, bona fide offer prices, future prices or representative competitor’s prices in the trade area.

• Violators may be prosecuted, and there is a private remedy for consumers and competitors.

• For more information, see Consumer Law topic, Advertising and Sales Claims.