In a bid to protect consumers from deceptive advertising practices, South Dakota has rolled out several new measures aimed at ensuring transparency and accountability in the state's advertising industry.On February 18, 2026, the South Dakota Department of Consumer Affairs announced that it would be cracking down on misleading advertising tactics used by businesses across the state. The department cited a recent increase in complaints from consumers regarding false or exaggerated claims made in advertising materials.One of the key initiatives introduced is a mandatory truth-in-advertising requirement for all businesses operating in South Dakota. Under this new regulation, businesses will be required to substantiate any claims made in their advertisements with verifiable evidence. Failure to do so could result in hefty fines and penalties.Additionally, the department has launched a new consumer protection hotline where individuals can report any suspicious or deceptive advertising practices they come across. This hotline will serve as a vital tool in identifying and addressing advertising violations in a timely manner.In a statement, South Dakota Department of Consumer Affairs Commissioner, Jane Smith, emphasized the importance of protecting consumers from false advertising. "Consumers have the right to make informed decisions when purchasing goods and services. Our goal is to ensure that businesses are held accountable for their advertising practices and that consumers are not misled or deceived," said Commissioner Smith.The new measures have been met with widespread support from consumer advocacy groups and lawmakers alike. State Senator John Doe praised the initiative, stating, "These new regulations will help level the playing field for honest businesses and protect consumers from falling victim to unscrupulous advertising tactics."Overall, the implementation of these new measures marks a significant step forward in ensuring fairness and transparency in South Dakota's advertising industry. By holding businesses accountable for their advertising claims and providing consumers with the tools to report deceptive practices, the state is taking proactive steps to protect its residents from falling prey to misleading advertisements.