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In a move to combat the increase in deceptive advertising practices, South Carolina has passed new legislation aimed at strengthening consumer protection laws within the state. The new laws, which were signed into effect on August 4, 2025, come in response to a surge in complaints from residents who have fallen victim to misleading promotions and false advertising.One of the key provisions of the new legislation is the creation of a Consumer Protection Division within the South Carolina Department of Consumer Affairs. This dedicated division will be responsible for investigating consumer complaints, monitoring advertising practices, and taking enforcement actions against companies found to be engaging in deceptive practices. Additionally, the division will be empowered to impose fines and penalties on businesses that violate the state's consumer protection laws.In a statement, Governor John Smith highlighted the importance of protecting consumers from deceptive advertising practices, stating, "Consumers in South Carolina deserve to have confidence in the products and services they purchase. By enacting these new laws, we are sending a clear message that deceptive advertising will not be tolerated in our state."The new legislation also includes provisions aimed at increasing transparency in advertising, such as requiring companies to clearly disclose any hidden fees or conditions associated with their promotions. Additionally, companies will be required to provide consumers with accurate information about the products or services they are advertising, and to refrain from making false or misleading claims about the benefits of their offerings.Consumer advocacy groups have welcomed the new legislation, noting that deceptive advertising can have serious consequences for consumers, leading to financial losses and undermining trust in the marketplace. By strengthening consumer protection laws, South Carolina is taking a proactive approach to safeguarding the rights of its residents and promoting fair and honest business practices.The Consumer Protection Division is set to begin accepting consumer complaints immediately, and will work closely with businesses to ensure compliance with the new laws. Residents who believe they have been the victim of deceptive advertising practices are encouraged to contact the division to file a complaint and seek restitution.Overall, the new legislation represents a significant step forward in protecting consumers in South Carolina against deceptive advertising practices, and signals the state's commitment to upholding fairness and transparency in the marketplace. As the Consumer Protection Division begins its work, it is expected that consumers will benefit from increased accountability and improved oversight of advertising practices within the state.