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On June 10, 2026, Wisconsin announced new measures to protect consumers from false advertising and deceptive marketing practices. The Wisconsin Department of Agriculture, Trade and Consumer Protection (DATCP) unveiled the Consumer Protection and Advertising Enforcement Program, which aims to ensure that businesses are held accountable for their promotional tactics.One of the key components of the program is the establishment of a dedicated enforcement team that will investigate complaints of misleading advertising and deceptive practices. This team will have the authority to issue fines and penalties to businesses found in violation of consumer protection laws. Additionally, the DATCP will provide consumers with resources to report suspicious advertisements and educate them on how to spot misleading marketing tactics.In a statement released by DATCP Secretary, Sarah Meaney, she emphasized the importance of protecting consumers from false advertising. "Consumers deserve transparency and honesty from businesses when making purchasing decisions. We are committed to holding businesses accountable for their advertising practices and ensuring that consumers are not misled or taken advantage of."The Consumer Protection and Advertising Enforcement Program will also work closely with businesses to ensure compliance with advertising regulations. The DATCP will provide guidance to businesses on how to create truthful and transparent advertising campaigns while also conducting regular audits to ensure compliance.Consumers in Wisconsin have welcomed the new measures, with many expressing relief that steps are being taken to protect them from deceptive advertising practices. "It's about time that someone is looking out for the consumers. I have been misled by advertisements in the past, and it's good to know that there are now regulations in place to prevent that from happening," said a local resident.Overall, the new Consumer Protection and Advertising Enforcement Program in Wisconsin is a positive step towards ensuring transparency and honesty in the marketplace. By cracking down on false advertising and deceptive marketing practices, the DATCP is working to uphold the rights of consumers and promote fair competition in the state.