NY S09365

Prohibits advertising a price as "discounted" unless it represents an actual reduction from a "bona fide regular price" at which the item was genuinely available for a substantial period

Defines false advertising to include displaying dollar or percentage savings that are not calculated from the actual regular price

Bans showing a "before" price in discount advertisements unless that price was the true bona fide regular price

Exempts clearance sales, liquidation sales, and discontinued product sales from these requirements

Takes effect 30 days after becoming law and amends Section 350-a of New York's General Business Law