Deceptive Business Practices
Wis. Stat. 100.18 — an untrue, deceptive or misleading representation to the public, and the loss back with fees
No one selling or seeking to sell real estate, goods, securities, employment or services to the Wisconsin public may place before the public, in any form, an advertisement, announcement, statement or representation containing an assertion of fact that is untrue, deceptive or misleading.
The loss, costs and attorney fees. Anyone who suffers a pecuniary loss because of a violation may sue and recover the loss with costs, including reasonable attorney fees. A violation of an injunction issued under the section doubles the recovery. No action may begin more than 3 years after the act or practice.
A separate section makes unfair methods of competition and unfair trade practices in business unlawful, and lets the department issue orders forbidding practices it finds unfair. A person who suffers a pecuniary loss because of a violation of such an order recovers twice the loss, with costs and a reasonable attorney fee.
Sources for this section (2)
- Wis. Stat. 100.18 — Fraudulent representations
- Wis. Stat. 100.20 — Methods of competition and trade practices
Legal information, not legal advice. Verified as of September 2026. Applying it to a particular situation is the work of a licensed Wisconsin attorney.