The purpose of 940 CMR 38.00 is to establish standards, by defining certain unfair and deceptive acts and practices, governing the imposition of fees in connection with marketing, solicitation, and Sale of Products. 940 CMR 38.00 also establishes standards, by defining certain unfair and deceptive acts and practices, governing Trial Offers and contracts with Negative Option Features. 940 CMR 38.00 is designed to protect consumers who are natural persons seeking to purchase, rent, lease, or barter Products for personal, family, or household use, by ensuring a fairer and more transparent marketplace. 940 CMR 38.00 addresses misrepresentations to consumers in connection with the presentation of prices, as well as misleading and deceptive practices that occur when consumers enter into Trial Offers and contracts with Negative Option Features.