Section 90.02. Declaration of product identity.

 

(1)   Declaration required. No person may sell or distribute a consumer commodity in package form unless each package clearly and conspicuously identifies the commodity contained in that package. The declaration shall identify the commodity by its common or usual name, by its legally required name, if any, or by a generic name or other appropriate description that is readily understood by consumers.

(2)   Location and prominence. The declaration of identity under sub. (1) shall appear on the principal display panel of each package, and shall be a principal feature of that display panel. The declaration shall be clearly printed in the English language, in a conspicuous type size and style, and in a color that contrasts to the color of the background. The declaration shall be generally parallel to the base on which the package is designed to rest when displayed, and shall be positioned so that it can be readily seen and understood by consumers. Hand lettered information, if any, shall be at least as conspicuous and legible as printed information.

(3)   Deceptive declarations prohibited. The declaration of identity under sub. (1) may not be false, deceptive, or misleading. Ingredients or components that are not present in the commodity in substantial or significantly effective amounts may not be featured in the declaration of identity.

History: Cr. Register, March, 1994, No. 459 , eff. 4-1-94.