                                 CODE OF VIRGINIA

ADVERTISING COMPARISON PRICE OF GOODS OR SERVICES (§ 59.1-207.42)

No supplier shall in any manner knowingly advertise a comparison price which is
based on another supplier&#8217;s price unless:

1. 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;

2. The trade area to which the advertisement refers is clearly defined and
disclosed; and

3. A clear and conspicuous disclosure is made in the advertisement that the
price used as a basis of comparison is another supplier&#8217;s price, and not
the supplier&#8217;s own price.

HISTORY: 1992, c. 768.