In a move to protect consumers from deceptive advertising practices, South Carolina has implemented new regulations and laws aimed at ensuring transparency and honesty from businesses. The state's Attorney General, Patricia Roberts, announced these new measures during a press conference held on February 18, 2026.One of the key changes introduced is the requirement for all advertisements to clearly disclose any additional fees, hidden charges, or terms and conditions that may affect the consumer's decision-making process. This includes online advertisements, television commercials, print ads, and any other form of marketing material.Furthermore, businesses are now prohibited from making false or misleading claims about their products or services. Any statements regarding the benefits, features, or characteristics of a product must be backed by evidence and must not be exaggerated or misleading in any way.In addition to these advertising regulations, South Carolina has also established a new consumer protection agency dedicated to investigating complaints and enforcing these laws. The agency will have the power to issue fines, penalties, and even revoke licenses for businesses found guilty of violating these regulations.Attorney General Patricia Roberts emphasized the importance of these new measures in ensuring that consumers are not taken advantage of by unscrupulous businesses. "Consumers have the right to make informed decisions about the products and services they purchase," she stated. "These new laws are designed to protect that right and hold businesses accountable for their advertising practices."The announcement has been met with widespread support from consumer advocacy groups, who have long been calling for stricter regulations to protect consumers from deceptive advertising. With these new laws in place, South Carolina residents can rest assured that their rights as consumers will be upheld, and businesses will be held to a higher standard of transparency and honesty in their marketing practices.