In a push to protect consumers from deceptive advertising and fraudulent practices, the North Carolina Department of Justice has announced a series of new measures aimed at holding businesses accountable for their marketing strategies.On February 16, 2026, Attorney General Jessica Williams unveiled a comprehensive plan to increase oversight of advertising practices and crackdown on businesses that engage in false or misleading marketing tactics. The initiative comes in response to a rising number of complaints from consumers who have fallen victim to scams or been misled by deceptive ads.One of the key components of the plan is the establishment of a new task force dedicated to monitoring and investigating potentially fraudulent advertising campaigns. The task force will work closely with state and federal agencies to identify businesses that are engaging in deceptive practices and take enforcement action against them.Additionally, the Department of Justice will be launching a public awareness campaign to educate consumers about their rights and how to spot misleading advertising. The campaign will include outreach efforts through social media, community events, and partnerships with local organizations to ensure that consumers are equipped with the knowledge they need to protect themselves from scams.In a statement, Attorney General Williams emphasized the importance of holding businesses accountable for their advertising practices. "Consumers deserve to have confidence in the products and services they purchase," she said. "We will not tolerate businesses that take advantage of their customers through deceptive advertising or fraud."The announcement has already garnered support from consumer advocacy groups, who have long been calling for stronger protections against misleading advertising. John Smith, a spokesperson for the North Carolina Consumer Protection League, praised the initiative as a step in the right direction. "We are pleased to see the Department of Justice taking proactive measures to protect consumers from dishonest businesses," he said.As the task force gears up to begin its work, businesses in North Carolina are being urged to review their advertising practices and ensure that they are in compliance with state and federal laws. Failure to do so could result in hefty fines and penalties for businesses found to be engaging in deceptive marketing tactics.Overall, the new measures announced by the North Carolina Department of Justice signal a renewed commitment to protecting consumers from fraudulent practices and deceptive advertising. With the establishment of the task force and the launch of the public awareness campaign, the state is taking a proactive stance in safeguarding the rights of consumers and holding businesses accountable for their actions.