In addition to the definitions listed in § 59.1-198, as used in this chapter, the following terms shall have the following meanings: “Former price” or “comparison price” means the direct or indirect comparison in any advertisement whether or not expressed wholly or in part in dollars, cents, fractions, or percentages, and whether or not such […]
No supplier shall in any manner knowingly advertise a former price of any goods or services unless: 1. Such former price is the price at or above which substantial sales were made in the recent regular course of business; or 2. Such former price was the price at which such goods or services or goods […]
No supplier shall in any manner knowingly advertise a comparison price which is based on another supplier’s price unless: 1. The supplier can substantiate that the comparison price is the price offered for sale by another supplier in the regular course of business for goods or services of substantially the same kind and quality, and […]
A. No supplier shall advertise a former or comparison price in terms of “market value,” “valued at” or words of similar import unless such price is the price at which the goods or services, or goods or services of substantially the same kind, quality or quantity, are offered for sale by a reasonable number of […]
Any violation of this chapter shall constitute a prohibited practice under the provisions of § 59.1-200 and shall be subject to the enforcement provisions of Chapter 17 (§ 59.1-196 et seq.). It shall be the responsibility of any supplier who uses a comparison price to be able to substantiate the basis for any price comparisons […]
