59.1-207.42 - Advertising comparison price of goods or services. - Virginia Statutes

§ 59.1-207.42. Advertising comparison price of goods or services.

No supplier shall in any manner knowingly advertise a comparison price whichis based on another supplier's price unless:

1. The supplier can substantiate that the comparison price is the priceoffered for sale by another supplier in the regular course of business forgoods or services of substantially the same kind and quality, and withsubstantially the same service in the defined trade area;

2. The trade area to which the advertisement refers is clearly defined anddisclosed; and

3. A clear and conspicuous disclosure is made in the advertisement that theprice used as a basis of comparison is another supplier's price, and not thesupplier's own price.

(1992, c. 768.)