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In a move to protect consumers from deceptive marketing practices, the Hawaii Department of Commerce and Consumer Affairs (DCCA) has announced a series of enforcement actions against companies making false advertising claims.On January 25, 2026, DCCA officials revealed that they had issued cease and desist orders to several businesses found to be engaging in deceptive advertising. These businesses were found to be promising products or services that they could not deliver, using misleading language in their ads, or failing to disclose important information to consumers.One of the companies targeted by the DCCA was a local beauty salon that was falsely advertising a miracle hair treatment that claimed to promote instant hair growth. After receiving multiple complaints from customers who did not see any results from the treatment, the DCCA launched an investigation and discovered that the salon had been using doctored before-and-after photos to mislead consumers.In another case, a car dealership was ordered to stop advertising false discounts and promotions on their vehicles. The DCCA found that the dealership was inflating the original prices of their cars in order to make it appear as if customers were getting a better deal than they actually were.“These actions against deceptive advertising are part of our ongoing efforts to protect Hawaii consumers from being misled by unscrupulous businesses,” said DCCA Director Jane Doe. “We will continue to crack down on companies that engage in false advertising and ensure that consumers are able to make informed decisions when making purchases.”The DCCA is urging consumers to be cautious when responding to ads that seem too good to be true and to report any suspicious advertising practices to their office. Additionally, they are reminding businesses to comply with state advertising laws and to be transparent and honest in their marketing efforts.Overall, the DCCA’s crackdown on false advertising claims serves as a reminder to both businesses and consumers in Hawaii that honesty and integrity are essential in the marketplace. By holding companies accountable for their advertising practices, the DCCA is working to create a fair and transparent marketplace for all.