This list is certainly not inclusive. It is only representative of the countless ways merchants have found to deceive consumers. Now these same merchants have a new medium to exploit. Obviously, consumer interests must be balanced with the goal of promoting commerce. Online commerce is in some ways unique.
Consumer confidence is important in most industries and most mediums of commerce.
However, consumer confidence is essential to all commerce online. Self regulation by an industry makes good business sense. However, self regulation is not enough. The guidelines should allow for state and local agencies and authorities to take enforcement actions against merchants engaging in unfair and deceptive practices. The guidelines should clearly support state and local authority arising from the consumer's resident jurisdiction to take the same sorts of actions currently taken against other businesses that engage in deceptive practices.