1. (1) Disclosures required. A mail solicitation shall disclose all of the following in writing:

   1. (a) The name of the principal seller.

      Note: For example, a firm making mail solicitations on behalf of another company must disclose the name of the company for which it is acting as agent. The firm may also disclose its own identity, but is not required to do so.

   2. (b) That the seller is offering or promoting the sale of consumer goods or services.
   3. (c) The nature of the goods or services which the seller is offering or promoting.

2. (2) Fictitious names. A seller may not use any fictitious name under sub. (1) (a) or s. ATCP 127.34 (1) (d), except that a seller may use a trade name if all of the following apply:

   1. (a) The seller is widely known by, and consistently does business under, that name.
   2. (b) The name does not have the tendency or capacity to confuse or mislead the consumer as to the seller’s true identity.

History

History: Cr. Register, July, 1999, No. 523, eff. 8-1-99.