In an effort to protect consumers from deceptive advertising practices, Wisconsin officials announced new measures aimed at ensuring that companies are held accountable for their marketing tactics. The Department of Agriculture, Trade and Consumer Protection (DATCP) revealed on February 17, 2026, that they have issued citations to several businesses for making false claims in their advertisements.One of the companies cited was a local skincare brand that had been promoting their products as being "100% natural" and "chemical-free," despite containing synthetic ingredients. Another business that came under scrutiny was a car dealership that was found to have misrepresented the prices of their vehicles in their ads."These practices not only mislead consumers, but they also create an unfair playing field for businesses that abide by the law," said DATCP Secretary, Sarah Meaney. "We are committed to ensuring that companies in Wisconsin are held to the highest standards when it comes to advertising."The crackdown on deceptive advertising comes as part of a broader effort by the state to protect consumers from fraudulent schemes and practices. In recent years, Wisconsin has seen an increase in reported cases of scams targeting vulnerable populations, such as the elderly and low-income individuals.As part of the new measures, the DATCP has also launched an educational campaign to raise awareness about consumer rights and how to spot deceptive advertising. The department is encouraging consumers to report any suspicious practices to their Consumer Protection Hotline."We want consumers to feel empowered to speak up when they encounter misleading ads or deceptive practices," said Meaney. "By working together, we can ensure that businesses in Wisconsin are held accountable and that consumers are protected."The DATCP’s efforts have been praised by consumer advocacy groups, who have long called for stricter regulations on advertising practices. They believe that increased oversight and enforcement will help prevent businesses from taking advantage of unsuspecting consumers.Overall, Wisconsin is taking a proactive approach to protecting consumers and cracking down on deceptive advertising practices. By holding businesses accountable and empowering consumers with knowledge, the state is working towards a fair and transparent marketplace for all.