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In a move to bolster consumer protection in the state, Maine announced new regulations and initiatives aimed at cracking down on false advertising and deceptive marketing practices on February 28, 2026.One of the key measures introduced is the establishment of a Consumer Protection Division within the Maine Attorney General's office. This division will be responsible for investigating and prosecuting companies that engage in unethical or misleading advertising tactics. The division will also work closely with consumer advocacy groups to identify and address issues affecting Maine residents.Additionally, the state government unveiled a new advertising code of ethics that all businesses operating in Maine will be required to adhere to. This code includes guidelines on transparency, honesty, and accuracy in advertising, as well as provisions for ensuring that advertisements do not contain false or misleading information.Maine Governor Sarah Smith emphasized the importance of protecting consumers in the digital age, where marketing campaigns can easily reach large audiences and impact purchasing decisions. "Our goal is to ensure that Maine residents are not taken advantage of by companies looking to make a quick buck at the expense of consumer trust," Governor Smith said in a statement.The new regulations come in response to a growing number of complaints from consumers in Maine who have been tricked by misleading advertisements, particularly in the online marketplace. The state government hopes that by cracking down on deceptive advertising practices, consumers will be able to make more informed choices when shopping for products and services.In addition to the new regulations and code of ethics, Maine also announced an enhanced consumer education campaign aimed at teaching residents how to spot fraudulent advertising and protect themselves from scams. This initiative will include workshops, online resources, and collaborations with community organizations to raise awareness about consumer rights and responsibilities.Overall, the efforts taken by Maine to strengthen consumer protection in advertising practices are seen as a positive step towards creating a more fair and transparent marketplace for residents. With the new regulations in place, the state government hopes to deter businesses from engaging in unethical practices and ultimately improve the overall shopping experience for Maine consumers.