The Consumer Fraud Act (CFA), NJSA 56:8-1 et seq. is a very powerful law and one which business owners need to be aware of. In New Jersey, the CFA applies to persons who, in general, sell products to consumers. That is a very broad definition and it applies not only to individuals but can apply to a business as well.
Generally, a “consumer” is defined as any person or business that purchases products for their own use. This does not include persons or businesses that purchase products to incorporate into their own products, nor does the act cover businesses that buy objects for resale. (I will discuss further who is covered by the statute in a later post).
Specifically, the CFA prohibits:
the act, use or employment by any person of any unconscionable commercial practice, deception, fraud, false pretense, false promise, misrepresentation, or the knowing, concealment suppression, or omission of any material fact, with intent that others rely upon such concealment, suppression or omission, a connection with a sale or advertisement of any merchandise or real estate, or with the subsequent performance of such person as aforesaid, whether or not any person has in fact been mislead, deceived or damaged thereby, is declared to be an unlawful practice. NJSA 56:8-2.
There are three categories of CFA violations: affirmative acts, omissions and regulatory violations. For affirmative acts and violations of regulations, it does not matter whether the business made an honest mistake. For example, the Courts have found that a realtor’s statement as to which section of town the property was in was a violation of the CFA – even though the Realtor honestly believed in the statement she made. In another case, an advertising agency accidently omitted the odometer reading on vehicles in an ad and, since this is contrary to state regulations, the agency was found to be in violation of the CFA. This is one aspect of the law that makes it so powerful and so very important to be aware of.
Acts of omissions, on the other hand, must include proof that the business intended to mislead the consumer. Therefore, as an example in the realtor’s case, if the realtor never told the plaintiff that the property was in a specific section of town, the plaintiff would have had to show that the realtor knew the property was not in the particular section of town requested and that the buyer based their decision to purchase the property on this incorrect information. Further, since the realtor omitted the information regarding which section of town the property was in order to encourage the buyer to buy, the realtor may have committed a violation of the act.
What are the penalties for violating the CFA? Upon demonstration of an ascertainable loss, the person is entitled to treble those damages. Additionally, the Court is required to award attorney fees and costs. Even if a plaintiff cannot show an ascertainable loss, if they can prove a violation of the act, the plaintiff is entitled to attorney fees and costs. The trebling of damages and the award of attorney fees and costs is not discretionary but is required under the statute. It is always possible that the damages caused by the violation of the CFA could, even if trebled, quickly be overshadowed by the award of attorney fees and costs.
In short, every retail business (and many other businesses, as well) should become familiar with the Consumer Fraud Act and any regulations governing their business. By being familiar with these laws a business can, at least, minimize the risk of finding itself trying to avoid a claim under the Act.

