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In a move aimed at enhancing consumer protection and transparency in advertising, the state of Wisconsin has announced new regulations that will govern how businesses can market their products and services to the public.The Wisconsin Department of Agriculture, Trade and Consumer Protection (DATCP) unveiled the new rules on Thursday, March 11, 2026, outlining strict guidelines for businesses operating within the state. The regulations are designed to crack down on deceptive advertising practices and ensure that consumers are not misled by false or misleading claims.Under the new rules, businesses will be required to provide clear and accurate information in their advertisements, including pricing, terms and conditions, and any limitations or restrictions that may apply. Advertisements must also clearly disclose any affiliations with influencers or third-party promoters, and any paid endorsements must be prominently labeled as such.In addition, the regulations prohibit businesses from making exaggerated or unsubstantiated claims about the benefits or effectiveness of their products or services. Any testimonials or endorsements must be genuine and based on actual experiences, and businesses will be required to maintain records to support any claims made in their advertisements."These new regulations are a critical step in protecting consumers from misleading advertising practices," said DATCP Secretary Jane Smith. "By holding businesses accountable for their marketing strategies, we can ensure that consumers are able to make informed decisions and avoid falling victim to scams or deceptive practices."The announcement of the new regulations comes amid a growing concern over the rise of misleading and false advertising in Wisconsin. In recent years, consumer advocacy groups have reported a surge in complaints related to deceptive marketing practices, prompting calls for stronger regulations to protect consumers.Businesses operating in Wisconsin will have a grace period to adjust their advertising practices and ensure compliance with the new regulations. Failure to adhere to the rules may result in fines or other penalties imposed by DATCP.Consumers are encouraged to remain vigilant and report any instances of misleading or deceptive advertising to DATCP for investigation. By working together with businesses and consumers, Wisconsin aims to create a fair and transparent market environment that benefits everyone involved.