Understanding False Advertising Claims in West Virginia: A Consumer's Guide In West Virginia's vibrant marketplace, consumers rely on accurate information to make informed purchasing decisions. Unfortunately, not every advertisement lives up to its promise. False advertising can lead to financial loss, wasted time, and profound disappointment. This article will help you understand your rights, identify deceptive practices, and take effective legal steps if you've been a victim of false advertising in the Mountain State. What Constitutes False Advertising in West Virginia? At its core, false advertising involves a merchant making misleading or untrue statements about a product or service to entice consumers. In West Virginia, these practices are primarily governed by the West Virginia Consumer Credit and Protection Act (WVCCPA) , specifically Chapter 46A-6-104, which broadly prohibits "unfair methods of competition and unfair or deceptive acts or pr...