False and Misleading Statements

PURPOSE: The attorney general administers and enforces the provisions of the Merchandising Practices Act, Chapter 407, RSMo (1986). This rule specifies acts and practices that are deemed to be violative of section 407.020, RSMo (1986). (1) A seller shall not make a representation or statement of fact in an advertisement that is false or has the capacity to mislead prospective purchasers. AUTHORITY: sections 407.020, 407.145 and 570.160, RSMo 1986.* Original rule filed June 25, 1990, effective Nov. 30, 1990. *Original authority: 402.020 RSMo 1967, amended 1973, 1985, 1986; 407.145, RSMo 1986; and 570.160, RSMo 1977.