[CC 1979 §76.010]
As used in this Chapter, the following words and terms shall
mean:
ADVERTISEMENT
The attempt by publication, dissemination, solicitation,
circulation, or any other means to induce, directly or indirectly,
any person to enter into any obligation or acquire any title or interest
in any merchandise.
MERCHANDISE
Any objects, wares, goods, commodities, intangibles, real
estate or services.
SALE
Any sale, lease, offer for sale or lease, or attempt to sell
or lease merchandise for cash or on credit
[CC 1979 §76.040]
In the construction of the preceding Section, the following
terms shall mean:
ADULTERATED
Varying from the standard of composition or quality prescribed
by Statute or lawfully promulgated administrative regulations of the
United State of America or of this State lawfully filed or, if none,
as set by commercial usage.
MISLABELED
Varying from the standard of truth or disclosure in labeling
prescribed by Statute or lawfully promulgated administrative regulations
of this State lawfully filed, or if none, as set by commercial usage;
or represented as being another person's product, though otherwise
accurately labeled as to quality and quantity.
[CC 1979 §76.060]
A person commits the offense of false advertising if, in connection
with the promotion of the sale of, or to increase the consumption
of, property or services, he/she recklessly makes or causes to be
made a false or misleading statement in any advertisement addressed
to the public or to a substantial number of persons.
[CC 1979 §76.080]
The Sections described in Section
610.030 through
610.070 shall be included offenses in the unlawful practices prohibited by Section
610.020. No person shall be convicted of a violation of both Section
610.020 and of one (1) or more of Sections
610.030 through
610.070 as
a result of the same act by him/her.