PURPOSE: The attorney general administers and enforces the provisions of the Merchandising Practices Act, Chapter 407, RSMo. The attorney general may make rules necessary to the administration and enforcement of the provisions of Chapter 407, RSMo and, in order to provide notice to the public, may specify meanings of terms used in the Act. This rule specifies the settled meanings of certain terms used in the enforcement of the Act and provides notice to the public of their application.

1. (1) False promiseis any statement orrepresentation which is false or misleading as to the maker’s intention or ability to perform a promise, or likelihood the promise will be performed.

2. (2) Reliance and injury are not elements of false promise as used in section 407.020.1,, RSMo.

   Auth: sections 407.020, RSMo (Cum. Supp. 1992) and 407.145, RSMo (Cum. Supp. 1993).* Original rule filed March 18,1994, effective Sept. 30,1994. *Original authority: 407.020, RSMo (19671, amended 1973, 1985, 1986, 1992 and 407.145, RSMo (1986), amended 1993.