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Subsequent full disclosure by the advertiser of all other facts about the advertised product does not preclude the existence of a bait scheme.

Descriptive terminology often used by advertisers includes: To the extent that a list price does not in fact correspond to the price at which substantial sales of the product in question have been made, the advertisement of a reduction may mislead the consumer.

Such a comparison must be substantiated by the advertiser prior to making any advertised comparison.

If the sale exceeds thirty 30 days, advertisers should be prepared to substantiate that the offering is indeed a valid price reduction and has not become their regular price.

However, if that extension is for more than a short period of time, the advertiser must be prepared to substantiate that the offering is still a valid price reduction and has not become its regular price.

Upon request, they should present such substantiation promptly to the advertising medium or BBB.