{"formats":[{"name":"JSON","format":"json","url":"\/downloads\/2025\/code-json\/59.1-207.43.json"},{"name":"Plain Text","format":"text","url":"\/downloads\/2025\/code-text\/59.1-207.43.txt"},{"name":"XML","format":"xml","url":"\/downloads\/2025\/code-xml\/59.1-207.43.xml"},{"name":"HTML","format":"html","url":"\/downloads\/2025\/code-html\/59.1-207.43.html"}],"law_id":80586,"edition_id":1,"section_id":80586,"structure_id":15957,"section_number":"59.1-207.43","catch_line":"Use of certain terms in advertising former or comparison prices","history":"1992, c. 768.","full_text":"A\n\nNo supplier shall advertise a former or comparison price in terms of “market value,” “valued at” or words of similar import unless such price is the price at which the goods or services, or goods or services of substantially the same kind, quality or quantity, are offered for sale by a reasonable number of suppliers in the supplier’s trade area.B\n\nA supplier may advertise a former or comparison price in terms of “manufacturer’s suggested price,” “suggested retail price,” “list price,” or words of similar import provided that, with regard to such advertising, the use of the former or comparison price complies with 15 U.S.C. § 45 (a) (1) and the regulations of the Federal Trade Commission adopted thereunder.","order_by":null,"text":{"0":{"id":288816,"text":"No supplier shall advertise a former or comparison price in terms of “market value,” “valued at” or words of similar import unless such price is the price at which the goods or services, or goods or services of substantially the same kind, quality or quantity, are offered for sale by a reasonable number of suppliers in the supplier’s trade area.","type":"section","prefixes":["A"],"prefix":"A","entire_prefix":"A","prefix_anchor":"A","level":1,"next_prefix":"B"},"1":{"id":288817,"text":"A supplier may advertise a former or comparison price in terms of “manufacturer’s suggested price,” “suggested retail price,” “list price,” or words of similar import provided that, with regard to such advertising, the use of the former or comparison price complies with 15 U.S.C. § 45 (a) (1) and the regulations of the Federal Trade Commission adopted thereunder.","type":"section","prefixes":["B"],"prefix":"B","entire_prefix":"B","prefix_anchor":"B","level":1,"prior_prefix":"A"}},"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":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},"next_section":{"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},"metadata":false,"official_url":"https:\/\/law.lis.virginia.gov\/vacode\/59.1-207.43\/","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":260027,"object_type":"law","relational_id":80586,"identifier":"59.1-207.43","token":"59.1\/17.7\/59.1-207.43","url":"\/59.1-207.43\/","edition_id":1,"permalink":0,"preferred":1},"url":"\/59.1-207.43\/","token":"59.1\/17.7\/59.1-207.43","dublin_core":{"Title":"Use of certain terms in advertising former or comparison prices","Type":"Text","Format":"text\/html","Identifier":"\u00a7 59.1-207.43","Relation":"Code of Virginia"},"html":"\n\t\t\t\t\t\t

A.<\/span> No supplier shall advertise a former or comparison price<\/span> in terms of “market value,” “valued at” or words of similar import unless such price is the price at which the goods or services, or goods or services of substantially the same kind, quality or quantity, are offered for sale by a reasonable number of suppliers in the supplier’s trade area. <\/i><\/a><\/p><\/section>\n\t\t\t\t\t\t

B.<\/span> A supplier may advertise a former or comparison price<\/span> in terms of “manufacturer’s suggested price,” “suggested retail price,” “list price,” or words of similar import provided that, with regard to such advertising, the use of the former or comparison price<\/span> complies with 15 U.S.C. § 45 (a) (1) and the regulations of the Federal Trade Commission adopted thereunder. <\/i><\/a><\/p><\/section>","plain_text":" CODE OF VIRGINIA\n\nUSE OF CERTAIN TERMS IN ADVERTISING FORMER OR COMPARISON PRICES (\u00a7 59.1-207.43)\n\nA. No supplier shall advertise a former or comparison price in terms of\n“market value,” “valued at” or words of similar import\nunless such price is the price at which the goods or services, or goods or\nservices of substantially the same kind, quality or quantity, are offered for\nsale by a reasonable number of suppliers in the supplier’s trade area.\n\nB. A supplier may advertise a former or comparison price in terms of\n“manufacturer’s suggested price,” “suggested retail\nprice,” “list price,” or words of similar import provided\nthat, with regard to such advertising, the use of the former or comparison price\ncomplies with 15 U.S.C. § 45 (a) (1) and the regulations of the Federal\nTrade Commission adopted thereunder.\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}}