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HONOLULU, Hawaii - In an effort to protect consumers from deceptive advertising practices, the Hawaii Department of Commerce and Consumer Affairs (DCCA) has announced new regulations that will go into effect on August 7, 2025. The regulations, aimed at ensuring transparency and truthfulness in advertising, will impact businesses across the state.One of the key provisions of the new regulations is the requirement for businesses to clearly disclose all material terms and conditions of any advertised product or service. This includes information such as pricing, fees, and any restrictions or limitations that may apply. Failure to provide this information could result in penalties and fines for businesses.Additionally, the regulations will prohibit businesses from making false or misleading claims in their advertisements. This includes any statements that may deceive consumers or create a false impression about a product or service. Businesses will be required to substantiate any claims they make in their advertising to ensure they are accurate and truthful.The DCCA has stated that these new regulations are necessary to protect consumers from falling victim to deceptive advertising practices. By ensuring that businesses are held accountable for the information they provide to consumers, the DCCA hopes to foster a more honest and transparent marketplace in Hawaii.Consumers are encouraged to be vigilant and report any instances of deceptive advertising they encounter. The DCCA has set up a hotline for consumers to report any concerns or complaints they may have regarding misleading advertisements.Overall, the new regulations aim to level the playing field for consumers in Hawaii and provide them with the information they need to make informed decisions about the products and services they purchase. The DCCA is hopeful that these regulations will lead to a more ethical and consumer-friendly advertising landscape in the state.