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DLCA: Stores Must Honor Sticker Prices

The V.I. Department of Licensing and Consumer Affairs is warning businesses they must honor posted sale prices after the agency received formal complaints that some retailers are leaving sale price stickers on, but telling customers the sale is over, according to DLCA.

DLCA Commissioner Devin Carrington said in a statement that businesses must remove sale prices at the end of the sale period. Leaving them on, but not honoring the price is a violation of the V.I. law against deceptive trade practices, according to DLCA.

Furthermore, if a retail establishment advertises goods as being “ON SALE,” and the sale period has expired, the posted sale price must be honored by the establishment.

DLCA warns that "(f)ailure to comply shall result in the department taking any and all authorized legal action, including the imposition of the maximum fine under the statute, and/or the initiation of proceedings for the suspension or revocation of the establishment’s business license."

In a separate statement, the DLCA also reminded businesses and the public that a V.I. business license is required for any business.

The statement cites V.I. law, which requires every "person or association wishing to engage in any business, occupation, profession, or trade in the Virgin Islands, as a condition precedent to engaging in any such business, occupation, profession or trade," to apply "promptly" and get a business license.

This requirement applies regardless of whether the business, occupation, profession or trade activity is performed on a one-time rather than an ongoing basis.

“For their own protection, the general public must keep in mind that it is important to verify that any individual or business that is contracted to provide any type of goods and/or services to consumers must be licensed and that it is the duty of the consumer to verify that such is the case," Carrington said in a statement.

"(I)n order to protect yourself from fraudulent individuals or entities claiming to be bona fide businesses, each consumer needs to ensure that they are dealing with entities that are licensed under the laws of the Virgin Islands.” If a consumer is unsure of whether or not any individual or business is licensed, call the Department of Licensing and Consumer Affairs at (340) 714-3522 St. Thomas/St. John or (340) 713-3522 on St. Croix.

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