§470.260. Comparison to Other Sellers' Price for Identical Product

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It is an unfair or deceptive act for a seller to compare his price with a price currently being offered by another seller for an identical product (for example: "Sold elsewhere for $99, our price $69") unless the stated higher comparative price is at or below the price at which the identical product is currently being offered in the seller's trade area by:

a) a reasonable number of other sellers in the same trade area; or

b) another seller(s) is specifically identified in the advertisement.

                    
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