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On January 7, 2026, the South Carolina Department of Consumer Affairs announced a new initiative to crack down on deceptive advertising practices in the state. The move comes in response to a growing number of complaints from consumers who have fallen victim to misleading advertisements and fraudulent business practices.According to a spokesperson for the department, the initiative will focus on ensuring that businesses are complying with state laws governing advertising and consumer protection. This includes regulations related to false or misleading advertising, bait-and-switch schemes, and deceptive pricing practices.One area of particular concern for the department is online advertising, where deceptive practices have become increasingly common. In recent months, the department has received numerous complaints from consumers who have been misled by online advertisements promising unrealistic results or offering products and services that do not live up to their promises.To combat this issue, the department has announced that it will be launching a targeted enforcement campaign to monitor online advertisements and investigate any instances of deceptive practices. This will include working closely with major online platforms to identify and take action against businesses that are engaging in deceptive advertising.In addition to cracking down on deceptive advertising practices, the department has also announced a series of educational initiatives aimed at helping consumers protect themselves from fraudulent schemes. These initiatives will include workshops, informational materials, and outreach programs designed to educate consumers about their rights and how to spot deceptive advertising.Overall, the goal of the department's new initiative is to protect consumers from falling victim to scams and fraudulent practices, while also holding businesses accountable for engaging in deceptive advertising. By taking a proactive approach to consumer protection, South Carolina hopes to create a safer and more transparent marketplace for all residents.