The Federal Trade Commission (FTC) and state attorneys general regulate how companies advertise the prices of their products. For those companies with a national reach, this complex web of federal and state rules can make it difficult to design a single, persuasive advertising campaign that does not trigger an investigation for deceptive pricing somewhere in the country.

Nevertheless, in my experience, some claims for deceptive pricing are entirely avoidable. Below, please find five tips to help companies avoid liability for deceptive pricing in advertising.

  • Substantiate First, Advertise Second

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