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On January 23, 2026, Texas announced new measures to protect consumers from misleading advertising practices. The Texas Department of Consumer Protection (TDCP) launched a campaign to crack down on false or deceptive advertising, aiming to hold companies accountable for their marketing claims.One of the key changes introduced by the TDCP is the requirement for advertisers to substantiate their claims with evidence before making any assertions. This means that companies must have proof to back up any statements made in their advertisements, including product performance, benefits, or endorsements. Failure to do so could result in hefty fines and penalties.In addition, the TDCP has also increased its monitoring of online advertising, especially on social media platforms where influencers and bloggers often promote products without disclosing their paid partnerships. The department is working to ensure that all sponsored content is clearly marked as such to prevent consumers from being misled by disguised advertisements.The new measures come in response to a growing number of consumer complaints about false advertising and deceptive marketing practices in Texas. "Consumers deserve transparency and honesty in advertising, and it is our duty to protect them from misleading claims," said Anna Rodriguez, the director of the TDCP.The TDCP has encouraged consumers to report any suspicious advertising practices to their office, and has pledged to investigate and take action against any companies found to be in violation of the new regulations.Overall, these new measures signify a significant step forward in consumer protection in Texas, highlighting the state's commitment to ensuring fair and honest advertising practices for its residents. The TDCP's campaign serves as a reminder to businesses to always prioritize truthfulness and transparency in their marketing efforts, or face the consequences of misleading their customers.