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 thepublic, 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. Methods, acts, uses and practices specified are not intended to be an all inclusive list of misrepresentation, but this rule enumerates specific practices which are misrepresentations and are violative of section 407.020, RSMo. (1) It is a misrepresentation for any person in connection with the advertisement or sale of merchandise to omit to state a material fact necessary in order to make statements made, in light of the circumstances under which they are made, not misleading. Auth: sections 407.020, RSMo (Cum. Supp. 1992) and 407.145, RSMo (Cum. Supp. 1993).* Original rule filed March l&1993, effective Sept. 30,1994. ‘Original authority: 407.020, RSMo /1967/, amended 1973, 1985, 1986, 1992 and 407.145, RSMo (1986), amended 1993.