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South Dakota Governor, Sarah Thompson, signed into law a series of measures aimed at protecting consumers from fraudulent advertising practices on October 23, 2025. The new regulations come as a response to the increasing incidents of deceptive advertising and false claims being made by businesses in the state.One of the key provisions of the new laws is the requirement for businesses to clearly disclose all material terms and conditions of their products or services in any advertising materials. This includes information on pricing, fees, guarantees, and any other important details that may influence a consumer's purchasing decision. Failure to comply with these requirements can result in hefty fines and penalties for the offending businesses.In addition, the new laws also empower the South Dakota Attorney General's office to investigate and prosecute businesses that engage in deceptive advertising practices. This includes false advertising, bait-and-switch tactics, and other forms of misleading marketing strategies. The Attorney General's office will have the authority to take legal action against such businesses and seek restitution for affected consumers.Governor Thompson emphasized the importance of these new measures in protecting consumers from unscrupulous businesses. “It is essential that consumers have confidence in the advertising they see and the products they purchase. These new laws will help ensure that businesses are held accountable for their advertising practices and that consumers are provided with accurate and transparent information,” she stated.The South Dakota Consumer Protection Bureau will also work closely with businesses to educate them on the new requirements and provide guidance on how to comply with the regulations. The Bureau will be conducting outreach efforts to inform consumers of their rights and how to report any instances of fraudulent advertising they may encounter.Overall, the new consumer protection laws are seen as a significant step forward in safeguarding the interests of South Dakota residents and ensuring a fair marketplace for businesses to operate in. With these measures in place, consumers can feel more confident in the advertising they see and the products they purchase, knowing that businesses will be held accountable for their actions.