California Codes, Business and Professions Code - BPC, Division 7 — General Business Regulations, Part 3 — Representations to the Public, Chapter 1 — Advertising, Article 1 — False Advertising in General, Section 17501
For the purpose of this article the worth or value of any thing advertised is the prevailing market price, wholesale if the offer is at wholesale, retail if the offer is at retail, at the time of publication of such advertisement in the locality wherein the advertisement is published.
No price shall be advertised as a former price of any advertised thing, unless the alleged former price was the prevailing market price as above defined within three months next immediately preceding the publication of the advertisement or unless the date when the alleged former price did prevail is clearly, exactly and conspicuously stated in the advertisement.
Notes
Defines an advertised item’s worth or value as the prevailing wholesale or retail market price, as applicable, at publication time in the publication locality. A former price may be advertised only if it prevailed within the preceding three months or the advertisement clearly, exactly, and conspicuously states when that former price prevailed.
Use as reference
Lexinter.net | California Code, Business and Professions Code - BPC § 17501 | https://laws.lexinter.net/codes/california/business-and-professions-code/division-7/part-3/chapter-1/article-1/section-17501