California consumer protection & pricing
California has some of the strongest consumer protection laws in the country when it comes to advertised prices. Three statutes do the heavy lifting on deceptive discounts — here's what each one covers and how they stack together.
BPC §17501 — the 90-day rule
California Business & Professions Code §17501 is the pricing rule that matters most for strike-through discounts.
It makes it illegal to advertise a former price alongside a sale price unless that former price was the item's prevailing market price within the three months (90 days) immediately preceding the ad. Fake MSRPs, inflated compare-at prices, and permanent "sales" all violate this rule. Deep dive →
UCL — Unfair Competition Law (BPC §17200)
A broad statute that lets consumers and prosecutors challenge unlawful, unfair, or fraudulent business practices.
Deceptive reference pricing is routinely pursued as an "unlawful" and "fraudulent" practice under the UCL, often alongside a §17501 claim. The UCL is the vehicle that turns a §17501 violation into a lawsuit.
CLRA — Consumers Legal Remedies Act (Civ. Code §1750)
Prohibits specific deceptive practices in consumer transactions and provides statutory damages.
The CLRA specifically bars misrepresenting price reductions and reasons for a price reduction. It's often paired with UCL and §17501 claims and adds damages beyond restitution.
Where TagTrue fits
Enforcement of these laws depends on documented evidence — timestamped screenshots, admitted MSRPs, long-running "sales". TagTrue is the public database that assembles that evidence in one place, retailer by retailer, so shoppers and lawyers can find it.
Report a California pricing violation
Every submitted report becomes part of the public record. Qualifying reports can be forwarded to Javitch Law Office for legal review.
TagTrue is a community project, not a law firm. Nothing here is legal advice.