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 thepublic of their application.

1. (1) Concealment of a material fact is any method, act, use or practice which operates to hide or keep material facts from consumers.

   Judith K. Moriarty (E/31/94) 15 CSR 60-9

2. (2) Suppression of a material fact is any method, act, use or practice which is likely to curtail or reduce the ability of consumers to take notice of material facts which are stated.
3. (3) Omission of a material fact is any failure by a person to disclose material facts known to him/her, or upon reasonable inquiry would be known to him/her.

4. (4) Reliance and intent that others rely upon such concealment, suppression or omission are not elements of concealment, suppression or omission 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 I&1994, effectiue Sept. 30,1994. *Original authority: 407.020, RSMo (19673, amended 1973, 1985, 1986, 1992 and 407.145, RSMo (1986), amended 1993.

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