In response to a rise in deceptive advertising practices and consumer complaints, the state of Idaho has implemented new measures aimed at protecting consumers and ensuring transparent advertising practices. The Idaho Department of Consumer Protection announced the new regulations on December 13, 2025, in an effort to crack down on false advertising and other fraudulent practices in the state.One of the key aspects of the new measures is a requirement for all businesses in Idaho to clearly disclose all relevant information in their advertising, including pricing, product details, and any potential risks or limitations. This will help consumers make more informed decisions when purchasing products or services, and will also hold businesses accountable for any misleading or deceptive claims.Additionally, the Department of Consumer Protection will be stepping up its enforcement efforts to investigate and penalize businesses found to be engaging in deceptive practices. This includes imposing hefty fines on businesses that violate the new regulations, as well as possible revocation of business licenses for repeat offenders.In a statement, the Director of the Idaho Department of Consumer Protection emphasized the importance of these measures in protecting consumers from falling victim to scams and misleading advertising. "Consumers deserve to be able to trust the information they see in advertisements, and these new measures will help to ensure that businesses are held accountable for their claims," said the Director.The announcement comes after a recent spike in consumer complaints related to misleading advertising practices in various industries, including healthcare, finance, and retail. The Department of Consumer Protection has been working closely with consumer advocacy groups and industry stakeholders to develop these new regulations, which are designed to promote fairness and transparency in advertising.Overall, the new measures are expected to strengthen consumer confidence in the marketplace and empower consumers to make more informed choices when purchasing products or services. By cracking down on deceptive advertising practices, Idaho is taking a proactive stance in safeguarding the rights of consumers and promoting a fair and competitive marketplace.