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On June 9, 2026, South Carolina enacted new legislation aimed at protecting consumers from deceptive advertising practices and ensuring transparency in the marketplace. The move comes as part of a broader effort to bolster consumer rights and promote fair competition among businesses in the state.One key aspect of the new legislation is the requirement for businesses to clearly disclose all material information in their advertisements, including any fees, conditions, or limitations that may apply. This is intended to prevent misleading or deceptive advertising that could potentially harm consumers. Additionally, businesses are now required to make it easier for consumers to access and understand their terms and conditions, ensuring greater transparency in their transactions.Another important provision in the new legislation is the establishment of a Consumer Protection Division within the state government. This division will be tasked with investigating and addressing consumer complaints related to unfair or deceptive business practices. It will also have the authority to take legal action against businesses found to be in violation of the law, imposing penalties and fines as necessary.Furthermore, the legislation includes measures to combat false advertising and deceptive marketing tactics, such as false endorsements, testimonials, or claims about a product or service. Businesses engaging in such practices will face severe consequences, including fines, license revocation, and even criminal charges in some cases.South Carolina's Governor praised the new legislation as a significant step forward in protecting consumers and promoting ethical business practices in the state. "This legislation sends a clear message that deceptive advertising and unfair business practices will not be tolerated in South Carolina," said the Governor. "By ensuring greater transparency and accountability in the marketplace, we are safeguarding the rights of consumers and fostering a more competitive and trustworthy business environment."Overall, the new advertising and consumer protection measures in South Carolina aim to level the playing field for businesses and empower consumers to make informed decisions about their purchases. With these safeguards in place, consumers can have greater confidence in the fairness and integrity of the marketplace, while businesses are held accountable for their actions.