{"formats":[{"name":"JSON","format":"json","url":"\/downloads\/2025\/code-json\/59.1-207.42.json"},{"name":"Plain Text","format":"text","url":"\/downloads\/2025\/code-text\/59.1-207.42.txt"},{"name":"XML","format":"xml","url":"\/downloads\/2025\/code-xml\/59.1-207.42.xml"},{"name":"HTML","format":"html","url":"\/downloads\/2025\/code-html\/59.1-207.42.html"}],"law_id":70107,"edition_id":1,"section_id":70107,"structure_id":15957,"section_number":"59.1-207.42","catch_line":"Advertising comparison price of goods or services","history":"1992, c. 768.","full_text":"No supplier shall in any manner knowingly advertise a comparison price which is based on another supplier’s price unless:\n\n1\n\nThe 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 with substantially the same service in the defined trade area;2\n\nThe trade area to which the advertisement refers is clearly defined and disclosed; and3\n\nA clear and conspicuous disclosure is made in the advertisement that the price used as a basis of comparison is another supplier’s price, and not the supplier’s own price.","order_by":null,"text":{"0":{"id":253164,"text":"No supplier shall in any manner knowingly advertise a comparison price which is based on another supplier’s price unless:","type":"section","prefixes":[""],"prefix":"","entire_prefix":"","prefix_anchor":"","level":1,"next_prefix":"1"},"1":{"id":253165,"text":"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 with substantially the same service in the defined trade area;","type":"section","prefixes":["1"],"prefix":"1","entire_prefix":"1","prefix_anchor":"1","level":1,"prior_prefix":"","next_prefix":"2"},"2":{"id":253166,"text":"The trade area to which the advertisement refers is clearly defined and disclosed; and","type":"section","prefixes":["2"],"prefix":"2","entire_prefix":"2","prefix_anchor":"2","level":1,"prior_prefix":"1","next_prefix":"3"},"3":{"id":253167,"text":"A clear and conspicuous disclosure is made in the advertisement that the price used as a basis of comparison is another supplier’s price, and not the supplier’s own price.","type":"section","prefixes":["3"],"prefix":"3","entire_prefix":"3","prefix_anchor":"3","level":1,"prior_prefix":"2"}},"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":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},"next_section":{"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},"metadata":false,"official_url":"https:\/\/law.lis.virginia.gov\/vacode\/59.1-207.42\/","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":260023,"object_type":"law","relational_id":70107,"identifier":"59.1-207.42","token":"59.1\/17.7\/59.1-207.42","url":"\/59.1-207.42\/","edition_id":1,"permalink":0,"preferred":1},"url":"\/59.1-207.42\/","token":"59.1\/17.7\/59.1-207.42","dublin_core":{"Title":"Advertising comparison price of goods or services","Type":"Text","Format":"text\/html","Identifier":"\u00a7 59.1-207.42","Relation":"Code of Virginia"},"html":"\n\t\t\t\t\t\t

No supplier shall in any manner knowingly advertise a comparison price<\/span> which is based on another supplier’s price unless:<\/p><\/section>\n\t\t\t\t\t\t

1.<\/span> The supplier can substantiate that the comparison price<\/span> 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 with substantially the same service in the defined trade area; <\/i><\/a><\/p><\/section>\n\t\t\t\t\t\t

2.<\/span> The trade area to which the advertisement refers is clearly defined and disclosed; and <\/i><\/a><\/p><\/section>\n\t\t\t\t\t\t

3.<\/span> A clear and conspicuous disclosure is made in the advertisement that the price used as a basis of comparison is another supplier’s price, and not the supplier’s own price. <\/i><\/a><\/p><\/section>","plain_text":" CODE OF VIRGINIA\n\nADVERTISING COMPARISON PRICE OF GOODS OR SERVICES (\u00a7 59.1-207.42)\n\nNo supplier shall in any manner knowingly advertise a comparison price which is\nbased on another supplier’s price unless:\n\n1. The supplier can substantiate that the comparison price is the price offered\nfor sale by another supplier in the regular course of business for goods or\nservices of substantially the same kind and quality, and with substantially the\nsame service in the defined trade area;\n\n2. The trade area to which the advertisement refers is clearly defined and\ndisclosed; and\n\n3. A clear and conspicuous disclosure is made in the advertisement that the\nprice used as a basis of comparison is another supplier’s price, and not\nthe supplier’s own price.\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}}