There is no guarantee that performance will always match ad promises. A promotional ad for one-coat house paint may state that one gallon will cover 600 square feet. When you get home, the paint covers only 450 square feet and you need two coats. This ad is but one of countless examples of advertising misrepresentations. Because of the limitless possibilities for misrepresentations, Wisconsin law is intentionally broad to cover any untrue, misleading, or deceptive statement used to sell merchandise.
Pictorial misrepresentations Read ads carefully to find out what is really being offered.
Although six pieces of furniture are shown, in reality only a four-piece set is on sale, and the style shown is different. A tiny disclosure in the corner of the ad explains this. Compare the ad copy to the picture and read everything. When shopping, take ads with you in case you have questions about the advertised price, brand, or quality. Display items often show attachments or accessories that are not included in the sale price.