Wisconsin Statutes
Wis. Stat. § 421.102 (2026)
Purposes; rules of construction
✓ current as of July 2026
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421.102(1)(1) Chapters 421 to 427 shall be liberally construed and applied to promote their underlying purposes and policies.
421.102(2)(b)(b) To protect customers against unfair, deceptive, false, misleading and unconscionable practices by merchants;
421.102(2)(c)(c) To permit and encourage the development of fair and economically sound consumer practices in consumer transactions; and
421.102(2)(d)(d) To coordinate the regulation of consumer credit transactions with the policies of the federal consumer credit protection act.
421.102(3)(3) A reference to a provision of chs. 421 to 427 includes reference to a related rule or order of the administrator adopted under chs. 421 to 427.
421.102 AnnotationWisconsin Consumer Act penalties are improper when the underlying contract is tainted with illegality. Shea v. Grafe, 88 Wis. 2d 538, 274 N.W.2d 670 (1979).
421.102 AnnotationThe Wisconsin Consumer Act may constitutionally regulate sales to residents by out-of-state mail order retailers. Aldens, Inc. v. LaFollette, 552 F.2d 745 (1977).
421.102 AnnotationWisconsin Consumer Act—A Critical Analysis. Heiser. 57 MLR 389 (1974).
421.102 AnnotationWisconsin Consumer Act—A Freak Out? Barrett & Jones. 57 MLR 483 (1974).
421.102 AnnotationProtection for Consumers Against Unfair and Deceptive Business. Jeffries. 57 MLR 559 (1974).
421.102 AnnotationThe Wisconsin Consumer Act: Wisconsin Consumer Credit Laws Before and After. Crandall. 1973 WLR 334.
421.102 AnnotationAn Overview of The Wisconsin Consumer Act. Stute. WBB Feb. 1973.
421.102 AnnotationPrivate enforcement of consumer laws in Wisconsin. Waxman. WBB May 1983.
421.102 AnnotationMandatory Arbitration of Consumer Rights Cases. Schneider & Quirk. Wis. Law. Sept. 2002.
421.102 AnnotationNavigating Wisconsin’s Consumer Protection System. Greene. Wis. Law. Sept. 2017.
Notes of Decisions
Cited in 46
cases (11 in the last 5 years), 1982–2026 · leading case: Brunton v. Nuvell Credit Corp., 2010 WI 50 (Wis. 2010).
Brunton v. Nuvell Credit Corp., 2010 WI 50 (Wis. 2010). “Further, separating "appears" from "waives" will best protect customers against unfair practices by merchants; will encourage merchants to develop fair consumer practices; and will promote the protection of unsophisticated consumers, which is a policy underlying the federal…”
Kett v. Cmty. Credit Plan, Inc., 596 N.W.2d 786 (Wis. 1999). “421-427) is intended to protect customers from "unfair, deceptive, false, misleading and unconscionable practices by merchants," Wis. Stat. § 421.102 (2)(b), and "to permit and encourage the development of fair and economically sound consumer practices in consumer transactions,"…”
Cmty. Credit Plan, Inc. v. Johnson, 596 N.W.2d 799 (Wis. 1999). “" Wis. Stat. § 421.102 (2)(b). ¶ 12. We also disagree with the argument made by the Wisconsin Financial Services Association (Association) in its amicus curiae brief to this court.”
Sec. Fin. v. Brian Kirsch, 926 N.W.2d 167 (Wis. 2019). “§ 421.102 (2)(b)-(c). At the time it was enacted, the WCA went "further to protect consumer interests than any other such legislation in the country," and was considered "the most sweeping consumer credit legislation [then] enacted in any state.”
Danelle Duncan v. Asset Recovery Specialists, Inc., 2022 WI 1 (Wis. 2022). “" Wis. Stat. § 421.102 (2)(a)-(d). 13 No. 2019AP1365 are prevalent or frequent enough such that a particular part of a dwelling is "used by the customer as a residence.”
Hartman v. Meridian Fin. Servs., Inc., 191 F. Supp. 2d 1031 (W.D. Wis. 2002). “” Wis.Stat. § 421.102(1). These policies include “protecting] customers against unfair, deceptive, false, misleading and unconscionable practices by merchants,” Wis.”
John Burton v. Kohn Law Firm, S.C., 934 F.3d 572 (7th Cir. 2019). “2d 786 , 794 (1999) (observing that the WCA "is intended to protect customers from 'unfair, deceptive, false, misleading and unconscionable practices by merchants,' Wis. Stat. § 421.102 (2)(b), and 'to permit and encourage the development of fair and economically sound consumer…”
Cmty. Credit Plan, Inc. v. Johnson, 586 N.W.2d 77 (Wis. Ct. App. 1998). “" Section 421.102(1) & (2)(b), STATS. [4, 5] In Harvell , we applied a workable definition of "prevailing party" previously used in a non-WCA case: "a party has prevailed if he or she succeeds on any significant issue in litigation which achieves some of the benefit sought by…”
Zehetner v. Chrysler Fin. Co., LLC., 2004 WI App 80 (Wis. Ct. App. 2004). “" Wis. Stat. § 421.102 (1). One of the purposes is "[t]o protect customers against unfair, deceptive, false, misleading and unconscionable practices by merchants.”
State of Wisconsin Dep't of Just. v. State of Wisconsin Dep't of Workforce Dev., 2015 WI 114 (Wis. 2015). “§ 421.102 (1). Will the legal rights of Wisconsin's workers and consumers be similarly limited under the majority's new rule of statutory interpretation? 8 No.”
Kett v. Cmty. Credit Plan, Inc., 586 N.W.2d 68 (Wis. Ct. App. 1998). “" Section 421.102(1), (2)(d), Stats. And one of the policies of the federal consumer credit protection act is to prevent consumers from having to travel to distant fora to defend.”
Credit Acceptance Corp. v. Chao Kong, 2012 WI App 98 (Wis. Ct. App. 2012). “2d 786 (1999) (quoted source omitted); see Wis. Stat. § 421.102 (2) (b). The WCA must be liberally construed to promote its underlying purposes and policies, see Wis.”
— Wis. Stat. § 421.102(1) — 10 cases
Hartman v. Meridian Fin. Servs., Inc., 191 F. Supp. 2d 1031 (W.D. Wis. 2002). “” Wis.Stat. § 421.102(1). These policies include “protecting] customers against unfair, deceptive, false, misleading and unconscionable practices by merchants,” Wis.”
Kett v. Cmty. Credit Plan, Inc., 586 N.W.2d 68 (Wis. Ct. App. 1998). “" Section 421.102(1), (2)(d), Stats. And one of the policies of the federal consumer credit protection act is to prevent consumers from having to travel to distant fora to defend.”
Cmty. Credit Plan, Inc. v. Johnson, 586 N.W.2d 77 (Wis. Ct. App. 1998). “" Section 421.102(1) & (2)(b), STATS. [4, 5] In Harvell , we applied a workable definition of "prevailing party" previously used in a non-WCA case: "a party has prevailed if he or she succeeds on any significant issue in litigation which achieves some of the benefit sought by…”
Danelle Duncan v. Asset Recovery Specialists, Inc., 2022 WI 1 (Wis. 2022). “" Wis. Stat. § 421.102 (2)(a)-(d). 13 No. 2019AP1365 are prevalent or frequent enough such that a particular part of a dwelling is "used by the customer as a residence.”
Bank One Milwaukee, N.A. v. Harris, 563 N.W.2d 543 (Wis. Ct. App. 1997).
— Wis. Stat. § 421.102(2) — 3 cases
Brunton v. Nuvell Credit Corp., 2010 WI 50 (Wis. 2010). “Further, separating "appears" from "waives" will best protect customers against unfair practices by merchants; will encourage merchants to develop fair consumer practices; and will promote the protection of unsophisticated consumers, which is a policy underlying the federal…”
Assocs. Fin. Servs. Co. v. Hornik, 336 N.W.2d 395 (Wis. Ct. App. 1983).
Walser Leasing, Inc. v. Simonson, 355 N.W.2d 545 (Wis. Ct. App. 1984).
— Wis. Stat. § 421.102(2)(a) — 3 cases
Danelle Duncan v. Asset Recovery Specialists, Inc., 2020 WI App 54 (Wis. Ct. App. 2020).
Cmty. Credit Plan, Inc. v. Johnson, 596 N.W.2d 799 (Wis. 1999). “" Wis. Stat. § 421.102 (2)(b). ¶ 12. We also disagree with the argument made by the Wisconsin Financial Services Association (Association) in its amicus curiae brief to this court.”
Heather Gudex v. Franklin Collection Serv., Inc., 2026 WI 6 (Wis. 2026).
— Wis. Stat. § 421.102(2)(b) — 14 cases
Hartman v. Meridian Fin. Servs., Inc., 191 F. Supp. 2d 1031 (W.D. Wis. 2002). “” Wis.Stat. § 421.102(1). These policies include “protecting] customers against unfair, deceptive, false, misleading and unconscionable practices by merchants,” Wis.”
Cmty. Credit Plan, Inc. v. Johnson, 586 N.W.2d 77 (Wis. Ct. App. 1998). “" Section 421.102(1) & (2)(b), STATS. [4, 5] In Harvell , we applied a workable definition of "prevailing party" previously used in a non-WCA case: "a party has prevailed if he or she succeeds on any significant issue in litigation which achieves some of the benefit sought by…”
Kett v. Cmty. Credit Plan, Inc., 586 N.W.2d 68 (Wis. Ct. App. 1998). “" Section 421.102(1), (2)(d), Stats. And one of the policies of the federal consumer credit protection act is to prevent consumers from having to travel to distant fora to defend.”
Zehetner v. Chrysler Fin. Co., LLC., 2004 WI App 80 (Wis. Ct. App. 2004). “" Wis. Stat. § 421.102 (1). One of the purposes is "[t]o protect customers against unfair, deceptive, false, misleading and unconscionable practices by merchants.”
Bank of Barron v. Gieseke, 485 N.W.2d 426 (Wis. Ct. App. 1992).
— Wis. Stat. § 421.102(2)(c) — 3 cases
Zehetner v. Chrysler Fin. Co., LLC., 2004 WI App 80 (Wis. Ct. App. 2004). “" Wis. Stat. § 421.102 (1). One of the purposes is "[t]o protect customers against unfair, deceptive, false, misleading and unconscionable practices by merchants.”
Shoeder's Auto Ctr., Inc. v. Teschner, 479 N.W.2d 203 (Wis. Ct. App. 1991).
Turner v. Gene Dencker Buick-Pontiac, Inc., 2001 WI App 28 (Wis. Ct. App. 2000).
— Wis. Stat. § 421.102(2)(d) — 5 cases
Brunton v. Nuvell Credit Corp., 2010 WI 50 (Wis. 2010). “Further, separating "appears" from "waives" will best protect customers against unfair practices by merchants; will encourage merchants to develop fair consumer practices; and will promote the protection of unsophisticated consumers, which is a policy underlying the federal…”
Hartman v. Meridian Fin. Servs., Inc., 191 F. Supp. 2d 1031 (W.D. Wis. 2002). “” Wis.Stat. § 421.102(1). These policies include “protecting] customers against unfair, deceptive, false, misleading and unconscionable practices by merchants,” Wis.”
Turner v. Gene Dencker Buick-Pontiac, Inc., 2001 WI App 28 (Wis. Ct. App. 2000).
Plaza Servs. LLC v. Kimberly Burton (Wis. Ct. App. 2025).
Heather Gudex v. Franklin Collection Serv., Inc., 2026 WI 6 (Wis. 2026).
— Wis. Stat. § 421.102(3) — 1 case
Danelle Duncan v. Asset Recovery Specialists, Inc., 2020 WI App 54 (Wis. Ct. App. 2020).
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