{"formats":[{"name":"JSON","format":"json","url":"\/downloads\/2025\/code-json\/59.1-207.41.json"},{"name":"Plain Text","format":"text","url":"\/downloads\/2025\/code-text\/59.1-207.41.txt"},{"name":"XML","format":"xml","url":"\/downloads\/2025\/code-xml\/59.1-207.41.xml"},{"name":"HTML","format":"html","url":"\/downloads\/2025\/code-html\/59.1-207.41.html"}],"law_id":75571,"edition_id":1,"section_id":75571,"structure_id":15957,"section_number":"59.1-207.41","catch_line":"Advertising former price of goods or services","history":"1992, c. 768.","full_text":"No supplier shall in any manner knowingly advertise a former price of any goods or services unless:\n\n1\n\nSuch former price is the price at or above which substantial sales were made in the recent regular course of business; or2\n\nSuch former price was the price at which such goods or services or goods or services of substantially the same kind, quality, or quantity and with substantially the same service were openly and actively offered for sale for a reasonably substantial period of time in the recent regular course of business honestly, in good faith and not for the purpose of establishing a fictitious higher price on which a deceptive comparison might be based; or3\n\nSuch former price is based on a markup that does not exceed the supplier’s cost plus the usual and customary markup used by the supplier in the actual sale of such goods or services or goods or services of substantially the same kind, quality, or quantity and with substantially the same service, in the recent regular course of business; or4\n\nThe date on which substantial sales were made, or the goods or services were openly and actively offered for sale for a reasonably substantial period of time at the former price is advertised in a clear and conspicuous manner.","order_by":null,"text":{"0":{"id":271465,"text":"No supplier shall in any manner knowingly advertise a former price of any goods or services unless:","type":"section","prefixes":[""],"prefix":"","entire_prefix":"","prefix_anchor":"","level":1,"next_prefix":"1"},"1":{"id":271466,"text":"Such former price is the price at or above which substantial sales were made in the recent regular course of business; or","type":"section","prefixes":["1"],"prefix":"1","entire_prefix":"1","prefix_anchor":"1","level":1,"prior_prefix":"","next_prefix":"2"},"2":{"id":271467,"text":"Such former price was the price at which such goods or services or goods or services of substantially the same kind, quality, or quantity and with substantially the same service were openly and actively offered for sale for a reasonably substantial period of time in the recent regular course of business honestly, in good faith and not for the purpose of establishing a fictitious higher price on which a deceptive comparison might be based; or","type":"section","prefixes":["2"],"prefix":"2","entire_prefix":"2","prefix_anchor":"2","level":1,"prior_prefix":"1","next_prefix":"3"},"3":{"id":271468,"text":"Such former price is based on a markup that does not exceed the supplier’s cost plus the usual and customary markup used by the supplier in the actual sale of such goods or services or goods or services of substantially the same kind, quality, or quantity and with substantially the same service, in the recent regular course of business; or","type":"section","prefixes":["3"],"prefix":"3","entire_prefix":"3","prefix_anchor":"3","level":1,"prior_prefix":"2","next_prefix":"4"},"4":{"id":271469,"text":"The date on which substantial sales were made, or the goods or services were openly and actively offered for sale for a reasonably substantial period of time at the former price is advertised in a clear and conspicuous manner.","type":"section","prefixes":["4"],"prefix":"4","entire_prefix":"4","prefix_anchor":"4","level":1,"prior_prefix":"3"}},"ancestry":[{"id":15957,"edition_id":1,"name":"Comparison Price Advertising Act","identifier":"17.7","label":"chapter","depth":2,"order_by":1,"parent_id":12809,"metadata":{},"date_created":"2026-06-26 04:02:39","date_modified":"2026-06-26 04:02:39","permalink":{"id":260013,"object_type":"structure","relational_id":15957,"identifier":"17.7","token":"59.1\/17.7","url":"\/59.1\/17.7\/","edition_id":1,"permalink":0,"preferred":1}},{"id":12809,"edition_id":1,"name":"Trade and Commerce","identifier":"59.1","label":"title","depth":1,"order_by":1,"parent_id":null,"metadata":{},"date_created":"2026-06-26 03:43:54","date_modified":"2026-06-26 03:43:54","permalink":{"id":259521,"object_type":"structure","relational_id":12809,"identifier":"59.1","token":"59.1","url":"\/59.1\/","edition_id":1,"permalink":0,"preferred":1}}],"structure_contents":[{"id":74265,"structure_id":15957,"section_number":"59.1-207.40","catch_line":"Definitions","url":"\/59.1-207.40\/","token":"59.1\/17.7\/59.1-207.40","metadata":false},{"id":75571,"structure_id":15957,"section_number":"59.1-207.41","catch_line":"Advertising former price of goods or services","url":"\/59.1-207.41\/","token":"59.1\/17.7\/59.1-207.41","metadata":false},{"id":70107,"structure_id":15957,"section_number":"59.1-207.42","catch_line":"Advertising comparison price of goods or services","url":"\/59.1-207.42\/","token":"59.1\/17.7\/59.1-207.42","metadata":false},{"id":80586,"structure_id":15957,"section_number":"59.1-207.43","catch_line":"Use of certain terms in advertising former or comparison prices","url":"\/59.1-207.43\/","token":"59.1\/17.7\/59.1-207.43","metadata":false},{"id":62124,"structure_id":15957,"section_number":"59.1-207.44","catch_line":"Enforcement; penalties","url":"\/59.1-207.44\/","token":"59.1\/17.7\/59.1-207.44","metadata":false}],"previous_section":{"id":74265,"structure_id":15957,"section_number":"59.1-207.40","catch_line":"Definitions","url":"\/59.1-207.40\/","token":"59.1\/17.7\/59.1-207.40","metadata":false},"next_section":{"id":70107,"structure_id":15957,"section_number":"59.1-207.42","catch_line":"Advertising comparison price of goods or services","url":"\/59.1-207.42\/","token":"59.1\/17.7\/59.1-207.42","metadata":false},"metadata":false,"official_url":"https:\/\/law.lis.virginia.gov\/vacode\/59.1-207.41\/","history_text":"

This law was first created in 1992. The record of its establishment is cataloged in chapter 768 of that year\u2019s edition of \u201cActs of Assembly,\u201d the annual state publication listing all changes made to the Code of Virginia in that year. Unfortunately, the 1992 \u201cActs\u201d aren\u2019t available online.<\/p>","references":false,"refers_to":false,"permalink":{"id":260019,"object_type":"law","relational_id":75571,"identifier":"59.1-207.41","token":"59.1\/17.7\/59.1-207.41","url":"\/59.1-207.41\/","edition_id":1,"permalink":0,"preferred":1},"url":"\/59.1-207.41\/","token":"59.1\/17.7\/59.1-207.41","dublin_core":{"Title":"Advertising former price of goods or services","Type":"Text","Format":"text\/html","Identifier":"\u00a7 59.1-207.41","Relation":"Code of Virginia"},"html":"\n\t\t\t\t\t\t

No supplier shall in any manner knowingly advertise a former price<\/span> of any goods or services unless:<\/p><\/section>\n\t\t\t\t\t\t

1.<\/span> Such former price<\/span> is the price at or above which substantial sales<\/span> were made in the recent regular course of business; or <\/i><\/a><\/p><\/section>\n\t\t\t\t\t\t

2.<\/span> Such former price<\/span> was the price at which such goods or services or goods or services of substantially the same kind, quality, or quantity and with substantially the same service were openly and actively offered for sale for a reasonably substantial period of time in the recent regular course of business honestly, in good faith and not for the purpose of establishing a fictitious higher price on which a deceptive comparison might be based; or <\/i><\/a><\/p><\/section>\n\t\t\t\t\t\t

3.<\/span> Such former price<\/span> is based on a markup that does not exceed the supplier’s cost plus the usual and customary markup used by the supplier in the actual sale of such goods or services or goods or services of substantially the same kind, quality, or quantity and with substantially the same service, in the recent regular course of business; or <\/i><\/a><\/p><\/section>\n\t\t\t\t\t\t

4.<\/span> The date on which substantial sales<\/span> were made, or the goods or services were openly and actively offered for sale for a reasonably substantial period of time at the former price<\/span> is advertised in a clear and conspicuous manner. <\/i><\/a><\/p><\/section>","plain_text":" CODE OF VIRGINIA\n\nADVERTISING FORMER PRICE OF GOODS OR SERVICES (\u00a7 59.1-207.41)\n\nNo supplier shall in any manner knowingly advertise a former price of any goods\nor services unless:\n\n1. Such former price is the price at or above which substantial sales were made\nin the recent regular course of business; or\n\n2. Such former price was the price at which such goods or services or goods or\nservices of substantially the same kind, quality, or quantity and with\nsubstantially the same service were openly and actively offered for sale for a\nreasonably substantial period of time in the recent regular course of business\nhonestly, in good faith and not for the purpose of establishing a fictitious\nhigher price on which a deceptive comparison might be based; or\n\n3. Such former price is based on a markup that does not exceed the\nsupplier’s cost plus the usual and customary markup used by the supplier\nin the actual sale of such goods or services or goods or services of\nsubstantially the same kind, quality, or quantity and with substantially the\nsame service, in the recent regular course of business; or\n\n4. The date on which substantial sales were made, or the goods or services were\nopenly and actively offered for sale for a reasonably substantial period of time\nat the former price is advertised in a clear and conspicuous manner.\n\nHISTORY: 1992, c. 768.","edition":{"id":1,"name":"2025","slug":"2025","date_created":"2026-06-21 22:39:22","date_modified":"2026-06-21 22:39:22","current":1,"order_by":1,"last_import":null}}