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On December 13, 2025, the North Carolina Department of Justice announced its latest efforts to protect consumers from deceptive advertising practices and ensure fair competition in the marketplace. Attorney General, Sarah Reynolds, held a press conference to discuss the state's ongoing initiatives to crack down on false advertising claims and protect consumers from fraud.One of the primary focuses of the department's efforts is investigating companies that engage in misleading advertising practices, such as false claims about product efficacy, pricing, or promotional offers. Reynolds emphasized that deceptive advertising not only harms consumers by misleading them into making purchases based on false information, but it also creates an unfair advantage for businesses that engage in such practices.To combat these issues, the Department of Justice has launched a new task force specifically dedicated to investigating and prosecuting cases of deceptive advertising. The task force will work closely with state and federal agencies, as well as industry stakeholders, to identify and prosecute companies that violate consumer protection laws.In addition to cracking down on false advertising, the Department of Justice is also increasing its efforts to educate consumers about their rights and how to protect themselves from deceptive practices. Reynolds announced the launch of a new consumer protection campaign, which will include outreach programs, educational materials, and online resources to help consumers identify and report fraudulent activities.Furthermore, the department is urging consumers to report any suspicious or misleading advertising they encounter to the North Carolina Consumer Protection Division. Reynolds emphasized the importance of consumer vigilance in identifying and reporting deceptive practices, stating that "consumers are the first line of defense against fraud and deception in the marketplace."Overall, the North Carolina Department of Justice's latest initiatives underscore the state's commitment to protecting consumers and ensuring fair competition in the marketplace. By cracking down on false advertising and empowering consumers with information and resources, the department aims to promote a more transparent and ethical business environment for all North Carolinians.