We all love coupons, especially when the coupon states “pay no more than…” a small amount for expensive prescription medicine. It is crucial that terms and limits of such offers be clear and conspicuously displayed on the coupon itself for the consumers to see. In this case, the New York Attorney General’s office found that that the coupons distributed by a pharmaceutical company to be deceptive. “The coupon included the deceptive language “PAY NO MORE THAN $15.” Like many other unknowing consumers, when this consumer presented the coupon at the pharmacy register, she had to pay $144.62 – far more than the promised $15.” Consequently, “[t]he Attorney General’s settlement requires the company to pay $500,000 in penalties, fees, and costs to the State of New York, as well as over $200,000 in restitution to consumers.” This case is a great example of state agencies enforcing Advertising, Marketing and Promotions laws regionally. This is also a great example of the necessity of having promotions materials reviewed for compliance before distributing them to the public. #transparencyformstrust #substantiationequalstrust #advertisingandmarketinglawyer #couponlegality #promotiontransparency #promotionalintegrity