Section 12.02. Definitions.

  In this chapter:

(1)  "Advertising" has the meaning set forth in s. 196.595 (1) (a) , Stats.

(2)  "Direct and substantial benefits" means a benefit that is produced by advertising which:

(a) Demonstrates or provides information about available energy conservation methods or programs;

(b) Conveys safety information related to the provision of utility service;

(c) Is required by law;

(d) Provides customer information on how to save money on utility services;

(e) Is likely to produce the effect of holding down prices for basic utility services, and is not in conflict with public service commission policy; or

(f) Provides information related to the provision of utility service which is otherwise of significant value to the consumer.

(3)  "Mixed advertisement" means an advertisement which produces a direct and substantial benefit to customers, but which also serves good will, institutional or other purposes unrelated to sub. (2) in more than a minor or incidental manner.

(4)  "Public utility" has the meaning set forth in s. 196.595 (1) (c) , Stats. "Public utility" does not include a sewer or water service or a cooperative association organized under ch. 185 , Stats.

History: Cr. Register, April, 1988, No. 388 , eff. 5-1-88; corrections made under s. 13.93 (2m) (b) 1. and 4., Stats., Register, September, 1997, No. 501 .