California Attorney General Rob Bonta issued a guidance list on November 26 to help consumers avoid fraud during the holiday season. In his statement, Bonta emphasized the importance for consumers to be cautious and pay attention to safety measures during the busy shopping period. Bonta urged Californians to be aware of their rights, familiarize themselves with shopping pitfalls, and report fraud and illegal activities to his office and local law enforcement.
With Black Friday approaching, it is expected that millions of shoppers will flock to stores in California in the coming weeks. Bonta warned that scammers are working overtime to take advantage of the situation. He highlighted a common scam where thieves record unsold gift card numbers and information, then swiftly use them once the cards are sold, leaving unsuspecting consumers with worthless cards. Bonta stressed the importance of consumers ensuring that gift card packaging is sealed and that the PIN codes are fully protected.
Bonta also reminded shoppers to watch out for hidden fees and report any instances after discussing compliance with non-compliant businesses. According to his statement, “Check your receipts. In California, most hidden fees are illegal.” The new California law SB478, which took effect on July 1, requires all businesses to include all charges (excluding taxes and shipping) when disclosing prices. Restaurants and other food establishments may charge healthcare fees and other charges, but they must clearly display them on the menu.
Furthermore, Bonta called on consumers to report department stores that lack “gender-neutral children’s areas.” State law AB1084, passed in 2021, mandates that department stores in California with over 500 employees provide gender-neutral children’s sections. This law went into effect in early 2024.
Bonta’s office stated in the announcement that AB1084 makes it harder for retailers to engage in gender-based pricing discrimination and reduces rigid gender stereotypes for children. Violators will face an initial fine of $250 and repeat offenders will face a $500 fine. Bonta urged consumers to take photos and file complaints against stores that do not comply with the regulations.
Organizations supporting AB1084 view the law as an example of California taking a leading role in progressive (far-left) issues, creating more inclusive spaces for transgender youth. Opponents argue that AB1084 is an overreach and could face legal challenges.
The non-profit legal defense organization, Pacific Justice Institute, wrote to the legislature, stating, “Parents do not need politicians to help them choose appropriate toys for their children.” Other critics have pointed out that businesses should have the right to decide on the best way to showcase their products.
The California Family Council further opposed AB1084, stating, “Such legislation opens the door to endless complaints from groups unhappy with the way businesses market products to a particular gender.” The faith-based non-profit organization emphasized in its statement that market forces are more effective than government regulations in meeting consumer needs. ◇